Reebok’s newest brand ambassador meets virtual match

Lil’ Lewis was called upon to jump through several high-tech hoops in Amsterdam yesterday, where he was unveiled as a new brand ambassador for Reebok. He stood next to a holgram image of himself, although we have no idea why. Why the hell not?

The sportswear giant is paying Hamilton £10m in a five-year deal. For that, Lewis has to make 10 personal appearances a year. However, Reebok can’t use any imagery of Hamilton in his McLaren racing gear - they’d have to pay a lot more cash to the F1 team for that right. Instead, they are paying for his “personality” and “individualism”, a spokeswoman said.

More pics of Real Lewis vs Virtual Lewis right this way…