In the fast-paced world of Formula 1, each season brings a handful of surprises, but few could rival the spectacle of seeing Lewis Hamilton, the sport’s seven-time world champion, donning the iconic Ferrari red. This isn’t merely a change of racing overalls for Lewis; it’s a transformation wrought from his long-standing allegiance to Mercedes to a new chapter with Ferrari. Yet, this time, his journey isn’t confined to the tracks and podiums. Hamilton has turned onto an entirely different circuit – one that’s lined with trading cards and memorabilia in partnership with Fanatics Collectibles.
Under this multi-year partnership, the celebrity speedster has amped up his collectible game to involve officially licensed memorabilia and exclusive trading cards, fortified by a unique autograph agreement with Topps. As history has it, Topps was acquired by Fanatics last year, which allows a seamless confluence of the brands to launch products punctuated with Hamilton’s authenticated signatures and race-worn gear on their releases. More than just a collectible venture, this arrangement grants Hamilton creative reign over the card designs and most notably, an allocation of profits to charitable causes, adding a shade of philanthropy to this enthralling venture.
Marking the dawn of this alliance was an affair graced by Hamilton himself at the flagship Fanatics Collectibles store on Regent Street, London. There, Lewis ceremoniously sliced through ribbons with all the flair one would expect of an F1 champion, and unveiled a unique piece that balances the start of his journey with Ferrari. Sporting a one-of-one Topps Chrome F1 card while clad in a Ferrari suit, the card is already etched with the words “Forza Ferrari” – a sentiment shared by fans clamoring for one of the five red-parallel copies in existence.
Fanatics’ acquisition of the iconic Topps brand in 2020 was perfectly timed as it rode the wave of a trading card renaissance. Both the Netflix hit series, Drive to Survive, and the surge of interest precipitated by the pandemic are seen as the catalysts for this revival. The investment paid off as trading cards pertaining to F1 saw a skyrocketing rise with eight cards surpassing $100,000 at auction. Notably, Hamilton’s legendary 2020 Chrome Superfractor crossed the magical million-dollar threshold by 2024, cementing its place in the expensive echelons of collectible pursuits.
Speaking with The Athletic, Hamilton, moments before the adrenaline-filled Miami Grand Prix, shared a reflective glimpse into his early years as an aficionado of all things collectible. “Back then, every penny found its way towards a set of Premier League stickers,” said Hamilton. For the young Lewis, the thrill of trading packs with his mates was worth its weight in gold—unseen was his future as a gold-standard card holder himself, or that his collectibles would later echo his altruistic endeavors.
The opening of the London store revealed a deeply-rooted connection between Hamilton and his admirers. A memorable exchange with a fan who owned one of Hamilton’s distinctive one-of-one cards proved emotional, the individual recounting his upbringing immersed in both F1 and Arsenal—the same passions Hamilton harbored. “In moments like these, you realize our stories are chapters of something grander,” he remarked.
When prompted about personal memorabilia, Hamilton’s affection leans towards his early mementos: his first yellow go-kart helmet painted by his father, the trophy from his debut at Monaco, and his initial race suit—all symbols of his humble yet remarkable journey. “Experiencing these ‘firsts’ instills a sentiment beyond the tangible,” he imparted with nostalgic candor.
Lewis is not merely Formula 1’s extraordinary contender but also a connoisseur off-track. Collecting art and vintage cars fills his leisure hours, while the tranquility of life’s quieter periods sees him immersed in the art of Black or African creators over a glass of wine. In the realm of quirky collector interactions, an incident involving a request to autograph a peculiar pair of Japanese boxer shorts takes the cake, “It was a head-scratcher for sure,” Hamilton chuckled, “But it made someone’s day!”
For those eyeing the next big thing in cards, Hamilton’s advising nod goes to Kimi Antonelli, Oliver Bearman, and a bright prospect in Isack Hadjar. “He’s definitely one to watch,” Hamilton tips with a knowing grin.
This partnership exemplifies Hamilton’s dexterous navigation, not only on racing circuits but in connecting his championship spirit with promoting the spirit of collaboration, innovation, and community amidst metal and memorabilia.
