Perplexity AI teams up with Lewis Hamilton to grow its reach in Formula 1. Lewis Hamilton has been chosen by artificial intelligence company Perplexity AI as its Formula 1 partner.

Goodbye Kimoa
Many Formula 1 fans will remember the fashion brand Kimoa, created by Fernando Alonso in 2017 and which over the years has accompanied the Spanish champion throughout his experience in the top category. At the end of 2021, 75% of the company was sold by the Asturian driver to Revolution Brands, which had tried to save it from its debts. The attempt failed and in recent days Kimoa – of which 25% was still owned by Alonso, who remained an ambassador of the brand – has declared bankruptcy. This was reported by the newspaper El Confidencial, which stated that losses have reached almost 5.5 million euros since the brand was founded.
Kimoa was still selling products with the Aston Martin logo, from hoodies to t-shirts, as well as polos, caps, and sunglasses.

Perplexity AI arrives
The US artificial intelligence company Perplexity AI has instead chosen Lewis Hamilton as its partner in Formula 1, and from the Imola race onwards the British champion has displayed the brand prominently (especially on the on-board cameras) on his helmet.

As reported by SportBusiness, Perplexity AI held in-depth talks in recent months with Red Bull, Aston Martin, and Williams, but then decisively chose Hamilton as its brand ambassador.

The decision to select the Ferrari champion was made for very specific reasons, as explained by vice president Ryan Foutty: “Lewis Hamilton was the best partner for us, to increase our visibility thanks to him. Through his channels, he has a vast audience of fans who follow him with enthusiasm. He will allow us to expand our audience in the sport and in other geographical areas. On top of that, he transcends the world of racing: he has his own activities, his foundation, he is a fashion icon.”

In short, Lewis Hamilton is always a winning card at marketing level. It is also worth noting that Ferrari already has IBM and AWS in its portfolio of sponsors, both of which include artificial intelligence elements, but this did not prevent the agreement between Lewis Hamilton and Perplexity AI.