The winds of change are sweeping through the world of Formula 1, and they carry the thrilling scent of rich Italian leather—Ferrari red, to be precise. If this wasn’t electrifying enough for the motorsport enthusiasts who have followed Lewis Hamilton’s illustrious, tire-smoking, rubber-burned path, the news of his multi-year partnership with Fanatics Collectibles will surely rev up the excitement.
Yes, that’s right. Lewis Hamilton, synonymous with breaking records and redefining what’s possible in F1, is now turning another corner, embracing an arena that celebrates the tangible mementos of sporting legendry—collectibles. The collaboration cleverly dovetails just as he steps into his shiny new metallic red shoes at Ferrari, monumentally swapping them after a dozen years of crafting his legacy with Mercedes.
Fanatics Collectibles, a company that needs little introduction in the world of sports memorabilia, gets the keys to undoubtedly one of Hamilton’s most beloved garages—his keepsakes. This deal isn’t just a casual fit; it’s about building a legacy that offers fans a slice of the Lewis Hamilton experience: officially licensed memorabilia and exclusive autograph agreements with Topps, the trading card darling whom Fanatics courted and co-opted just last year.
For the aficionado who has long revered trading cards as cultural artifacts, this partnership is a star-studded event. Hamilton is setting the stage to elevate his presence off-track, guaranteeing that only the most discerning enthusiasts will lay hands on authenticated signatures and race-worn gear—grooves and all. Not simply an extension of Topps’ general F1 showcase, Hamilton will lend his personal flair to card designs. Better yet, a portion of the proceeds will roll toward charitable causes that tug at his heartstrings.
To mark this va-va-voomic launch, Hamilton ceremoniously snipped the official ribbon last Friday at Fanatics Collectibles’ Regent Street flagship in London—a store teeming with memorabilia awaiting a new chapter. Amid the revelry and flashbulbs, Hamilton proudly revealed his very first one-of-one Topps Chrome F1 card, branded in—what else?—a Ferrari suit, lovingly inscribed with “Forza Ferrari.” Five pale scarlet copies exist across this globe, each a hotly pursued treasure by rabid collectors.
Trading cards have undeniably made a turbocharged comeback since Topps snagged exclusive rights in 2020, riding the tire tracks laid by the broadcaster-pervasive ‘Drive to Survive’ series and an unexpected trading-card craze born from pandemic-induced desires for nostalgia. Unsurprisingly, Hamilton’s cards often headline this surge, with a handful breaching the $100,000 mark at auctions, and some beyond—the most notable being the 2020 Chrome Superfractor, which roared through the million-dollar barrier in December 2024.
Reflecting, Hamilton shared an anecdote with The Athletic, ahead of the Miami Grand Prix. “My childhood was punctuated by Premier League stickers,” he mused. “Trading those packs felt like magic—I never dreamed my memorabilia could one day support causes I champion.” That youthful fondness for collecting, Hamilton openly carries it into adulthood. Meeting fans now, he draws new parallels, sharing, “Meeting a fan who invested in my one-of-one cards echoed my past. We’re all part of something greater.”
When pressed to share which keepsakes he cherishes most, Hamilton cycles back to life’s pivotal firsts. Highlighted were his initial yellow go-kart helmet—an endearing DIY affair by his father at B&Q—his debut Monaco trophy, and the race suit from his inaugural venture on the track. “Those firsts,” he said, “are priceless to me.”
Inject an air of eclectic sophistication, Hamilton confides his off-track collections: soul-enriching art and vintage automobiles. In the quiet moments, with a glass of wine as companion, he indulges in canvases by young Black or African artists—an homage to creativity as much as color. And, when it comes to jolting his day with laughter? Curiously, the most bizarre autograph request: minute Japanese boxer shorts, branded boldly across the back as per the collector’s whimsical desire. “It lightened the moment,” Hamilton chuckled. “But more so, it brought joy.”
As he transitions deeper into the domain of collectibles, Hamilton has an intuitive eye for spotting the next venerated trading card stars. He tips his hat to Kimi Antonelli, Oliver Bearman—names worth their salt—and boldly touts Isack Hadjar as another breakpoint-in-the-making.
Lewis Hamilton is crafting a new narrative, blending history with heartfelt commitment. Whether collected by super-fans or enshrined on a mantelpiece, each memento echoes a moment in time—and that, dear reader, is nothing short of exhilarating.
