article_snippet: (Lewis Hamilton has conquered the world of Formula One but becoming a global superstar is a far bumpier ride.
article_snippet: But will the Briton's quest for a third world title in 2015 even register with the average Joe?
article_snippet: Jon Stainer, managing director of leading sport and entertainment market research company Repucom, argues that Lewis Hamilton, however, is already gaining wider recognition.
article_snippet: We are starting to see Lewis go beyond the traditional Formula One audience into the mainstream audience.
article_snippet: Win more championships," says Thomas.
article_snippet: And win more races in the U.S. and Canada.
article_snippet: Could winning a third world title with Mercedes push Hamilton into the ranks of F1's greatest drivers and deeper into the public consciousness?
article_snippet: Hamilton has already raced Hamilton way to riches from rags, becoming F1's first black star, a winner of 33 grands prix and two world titles, against a backdrop of racing rivalry and a rocky celebrity romance.
article_snippet: On Sunday, another chapter will be written in the double world champion's rollercoaster story when the 2015 season fires up around Melbourne's Albert Park.  
highlights_snippet: Lewis Hamilton is starting to reach beyond the traditional Formula One audience .
  
highlights_snippet: The double world champion could expand The double world champion brand through more charity work .
  
highlights_snippet: A third world title with Mercedes in 2015 would also help The double world champion become an F1 great .