Lewis Hamilton and Mercedes to continue 'making history'

Photos: From F1 champ to global star
Can Mercedes' world champion Lewis Hamilton ever be more than a star in a car?
Hide Caption
1 of 7

Photos: From F1 champ to global star
The double world champion (second left) has boosted his mainstream celebrity status by mixing with personalities such as Jared Leto (left), Kanye West (center) and Kim Kardashian (right) at events such as Paris Fashion Week.
Hide Caption
2 of 7

Photos: From F1 champ to global star
"Lewis is starting to transcend beyond the traditional F1 audience into the mainstream," says Jon Stainer of Repucom, global leaders in sports and entertainment marketing research. Attending awards ceremonies, as Hamilton did during the post-season, helps maintain that appeal.
Hide Caption
3 of 7

Photos: From F1 champ to global star
Dramas in his day job have also helped Hamilton to stay in the headlines. At the 2014 Belgian Grand Prix, his title rival and teammate Nico Rosberg collided with the British racer, sparking a row.
Hide Caption
4 of 7

Photos: From F1 champ to global star
From track to telethon: Increasing charity and community work is one way to boost public profile. Here Hamilton mans the phones at an annual BGC Partners fundraiser.
Hide Caption
5 of 7

Photos: From F1 champ to global star
"The reason Lewis is so popular is because he spends a lot of time on social media, he reaches out to his fans and he wears his heart on his sleeve," says Hamilton fan Christopher Thomas, seen talking to his hero at the 2014 U.S. Grand Prix.
Hide Caption
6 of 7
