I think it's an image makeover, what with him generously offering his shoes to poor kids... you know... instead of paying the 3 mil tax on his private jet.
It takes some kind of special to buy a £16m jet, and then avoid paying the VAT due on it and not declare the personal use of it. At least he's now trying to do his bit for the environment.
Was Lewis Hamilton becoming a vegetarian to save the planet one of those suggestions?