In a now deleted Snapchat video, Hamilton is heard calling out his young nephew for the boy's choice to wear a dress.
In the video, which has since been shared by fans online, the 32-year-old Formula One driver can be heard saying: 'I'm so sad right now. Look at nephew.
'Why are you wearing a princess dress? Is this what you got for Christmas? Why did you ask for a princess dress for Christmas?'
The young boy unaffected by his uncle's disapproving tone looks at the camera clearly pleased with his present.
'Boys don't wear princess dresses!' Hamilton yells.
Social media users were quick to explode on the sporting star.
One Twitter user wrote, 'I hope @LewisHamilton properly thinks and apologises to his nephew for the video.'
'I don’t care what Lewis’ beliefs are, you can’t publicly put down a CHILD for innocently liking what they like or wanting what they want, especially when you’re an icon and someone who kids look up to, respect and admire,' another added.
It didn't take too long for Hamilton to apologise to his fans in a series of tweets.
This article originally appeared on New Idea.