After dominating Formula 1 with Mercedes for over a decade, Lewis Hamilton, the sport’s most illustrious figure, is revving up for a new chapter with a striking switch to Ferrari. But that’s not all that’s fresh in his lineup. He’s also shifting gears in the world of collectibles through an exhilarating collaboration with Fanatics Collectibles, a partnership that promises to accelerate his unique brand of memorabilia into the hearts of fans across the globe.
Step aside, standard trading cards—this is the era of the Hamilton-ized Topps collectibles, now complete with unequaled authenticity and a fresh, crimson Ferrari flair. Through Fanatics’ acquisition of Topps last year, Hamilton, beloved for his thrilling races, now adds officially licensed memorabilia and trading cards to his trophy shelf, all under a newly minted autograph agreement.
The deal brings a tantalizing promise: authenticated signatures and race-worn gear embedded in those glossy Topps cards—finer than the most platinum edition to grace any collection. For the first time, Hamilton can wield his creative influence on card designs, which means every piece isn’t just a card; it’s a storytelling canvas. Better yet, part of the proceeds will fuel charitable causes, ensuring that each purchase sends positive ripple effects.
To mark this milestone, Hamilton himself appeared last Friday at Fanatics Collectibles’ flagship location on Regent Street in the heart of London. The crowd buzzed with anticipation as he unveiled his inaugural Topps Chrome F1 card in Ferrari regalia, with his iconic inscription, “Forza Ferrari,” celebrating his new journey. Among Hamilton enthusiasts, the special-edition red-parallel cards sparked a frenzy, capturing imaginations as fervently as fans capture the cards themselves.
The Topps-F1 relationship ignited back in 2020 amid a confluence of excitement from Netflix’s “Drive to Survive” and a global trading-card renaissance sparked by pandemic pastimes. Hamilton’s legacy extends beyond vinyl and ink, breaking records at auction with figures that glitter as brightly as the hardware on his trophy wall. His 2020 Chrome Superfractor card didn’t just reach a milestone; it shattered it with a million-dollar mark, proving the F1 star’s influence carries far beyond circuits.
Just before turning wheels at the Miami Grand Prix, Hamilton shared with The Athletic a nostalgic glance back at the roots of his collecting passion. “As a kid, I’d spend every spare penny on Premier League stickers,” he reminisced. The thrill of swapping and accumulating those packs with friends had long laid the groundwork for a love affair with memorabilia—one he never dreamed would one day fundworthy causes close to his heart.
Fans flocking to the London store didn’t just meet a racing icon; they shared personal stories and memories that echoed Hamilton’s own. He chuckles about one particular encounter—a fan already held one of his elusive one-of-ones. The man’s shared fandom of F1 and Arsenal evoked Hamilton’s own eyes-wide-open childhood, full of dreams and a budding sense of belonging to something greater.
Hamilton retains fond memories of his first keepsakes, his most cherished treasures like the B&Q spray-painted yellow helmet from his karting days—a creation of his father’s resourcefulness—and his debut Monaco trophy, a gleaming testament to his commitment and skill. The sentiment: those first glimmers of success hold more luster than any diamond-studded accolade.
But a world champion’s pastimes aren’t limited to the racing track. Away from the adrenaline rush, Hamilton’s interests unfold into realms of art and vintage cars, each piece selected with the precision of his Sunday maneuvers. His quiet moments are intensified canvas-side, indulgently admiring work by young Black or African artists, a glass of wine in hand—an antidote to the world’s chaos one brushstroke at a time.
Even legends have peculiar tales—like signing a request so unusual, it had the hallmarks of a myth: a tiny pair of Japanese boxer shorts. Scribed as requested across the back, Hamilton recounts, “It was bizarre. But hey, it made someone’s day!” With amusement only rivaled by his cordial waves from the podium, he leaves space for the peculiar life brings.
Looking ahead, Hamilton’s finger rests firmly on the pulse of the next collectible sensation. When asked about rising stars, he doesn’t pause: “Kimi Antonelli, Oliver Bearman—and definitely Isack Hadjar. He’s one to watch.”
As Lewis Hamilton navigates new circuits in scarlet and updates the collectibles playbook, fans across the world have front-row seats to witness the magic—a world champion not just racing records, but forever reimagining them.
