On Valentine’s Day, Lewis Hamilton enters a sprawling studio space in northwest London and intently stares at the magnificent creature standing off in the distance. “Sh-t,” says Hamilton to no one in particular.

Lewis Hamilton's impact stretches far beyond Formula 1 and his quest to win a record-breaking eighth world title with his new team. The partnership of F1's biggest celebrity — and only Black driver — with its biggest brand reaches people who don't consider themselves F1 fans, and may not even have watched a race.