Four-time FIA Formula One World Champion fronts the latest ad campaign from PUMA, promoting the sportswear label's new Mantra collectiont, featuring the FUSEFIT sneakers.
The visuals were shot by Nigel Riches in Barcelona in the village of Corbera d’Ebre where the Esglèsia de Sant Pere church is located.
Esglèsia de Sant Pere sits atop the horrific sight of a village caught in the Spanish civil war. The town was completely destroyed during the Battle of the Ebro (25 July–16 November 1938) and although the lower part of the town was rebuilt by the Spanish, the Catalan side was left in ruins. This side has only recently been rebuilt, and the church of Esglèsia de Sant Pere was refurbished with its original walls maintained. The new glass roof allows light in from the heavens to illuminate the building's history.
The location was selected for its mix of worn surfaces with pure light and dense shadows, built on a gritty aesthetic that devotes itself to a spiritual training session, one of the body and mind.
As brand ambassador, Hamilton embodies hard work to achieve perfection, couple by his inherent spirituality and own personal Mantra, as shown by his tattoos 'Still I Rise' & 'Powerful Beyond Measure.'