The roar of engines, the blur of high-speed cars, and the shimmer of polished trophies have defined Lewis Hamilton’s life for the last 15 years. In a new twist, the racing legend is taking that illustrious past and transforming it into tangible treasures, collectible not just as mementos of his thrilling career, but as rare tokens dripping in both nostalgia and signed authenticity. Hamilton has recently ventured into a new realm, teaming up with Fanatics Collectibles in a landmark multi-year partnership, whose revelation dovetails with his inaugural turn with Ferrari—marking an end to his 12-year saga with Mercedes.
With an iron-clad agreement signed and sealed, Hamilton now becomes the face of officially licensed memorabilia and trading cards via Topps, a subsidiary Fanatics triumphantly added to its ever-growing portfolio a year ago. For the loyal followers of the seven-time Formula 1 champion, this introduces a heightened level of exclusivity. His cards, graced with the genuine mark of his hand and sometimes sprinkled with the stardust of his race-worn gears, are bound to cause a stir among trading card enthusiasts and collectors globally.
Until now, Hamilton’s appearance in the Topps’ F1 portfolio was a celebrated feature. However, this new agreement elevates him to a solo star status, handing him the reins to influence the creative elements of his card designs and assuring him a financial slice that will funnel into charitable ventures—a cause close to his heart.
The atmosphere was charged with excitement as Hamilton stepped into the new Fanatics Collectibles’ flagship store on Regent Street, London, last Friday. There, amidst a crowd of eager fans, he revealed his very first one-of-one Topps Chrome F1 card decked out in his fresh Ferrari colors, inscribed with the traditional Ferrari cheer, “Forza Ferrari.” This isn’t just any card—five other rare red-parallel copies have already captured the hearts of collectors the world over, each a shimmering beacon to the cult of Lewis Hamilton.
The genesis of this trading card frenzy can be pinned to 2020 when Topps secured the rights to F1’s trading cards and stickers, just as the pandemic-era enthusiasm for collectibles surged. It meshed perfectly with the increased interest stirred by Netflix’s riveting series, “Drive to Survive.” And so, Hamilton’s Topps cards are no strangers to the auction drama. His one-time 2020 Chrome Superfractor stormed past an eye-popping million dollars at a 2024 auction, a dazzling feat by any measure.
As Hamilton prepares to wow fans at the Miami Grand Prix, he affably shared with The Athletic the humble origins of his collection passion, going back to childhood when football stickers were all the rave. He spent many a childhood penny and swapped many a sticker pack with friends, a far cry from the mighty memorabilia that now supports myriad causes dear to him.
Hamilton’s recollections often intertwine with the considerable impact such mementos have on fans—a network interconnected by mutual memories and a shared love for speed. At the launch, meeting a fan who owned one of his rare cards was a reminder of his far-reaching influence and the shared journey fans make alongside their sporting heroes.
For Lewis, the personal mementos reign supreme. He reflects warmly on his earliest days in racing, where his first yellow go-kart helmet, DIY-painted by his father, and his initial win at Monaco, hold irreplaceable value. These items speak to a bygone era of innocence and heady beginnings.
Off the track, Hamilton’s life is a delicate portrait of contrasts. He has a penchant for art and vintage automobiles, seamlessly blending high-octane with high culture. Specifically, he appreciates artworks by emerging Black and African artists—often accompanied by a glass of wine—momentary respites from the frenetic pace of racetracks. Then, there are the oddities, the little quirks of stardom, such as signing a pair of miniature Japanese boxer shorts—a collector’s odd request that brought an unexpected smile.
Always ready to scout for rising stars, Hamilton enhances his collector credentials with a keen eye on the next big names in motorsports. His recommendations? Kimi Antonelli, Oliver Bearman, and a particularly promising talent, Isack Hadjar—a trio he’s confident are set for greatness much like the path he’s raced himself.
In this venture with Fanatics, Lewis Hamilton doesn’t just endorse products; he offers a slice of his legacy, a physical echo of his journey, one cache at a time, propelling not only his brand but the passions of those who have revelled in his storied career.
