The unmistakable red of Ferrari welcomes Lewis Hamilton, the seven-time Formula 1 champion, in a color switch that’s as bold as his latest venture. After 12 illustrious years steering for Mercedes, a chapter has turned. Now, Hamilton is not just embracing a new team, but also an exciting collaboration with Fanatics Collectibles. Through this multi-year partnership, he aims to bring his fans a curated collection of officially licensed memorabilia and trading cards, an endeavor nurtured with his unmistakable swagger and humanitarian spirit.
This freshly inked deal with Fanatics Collectibles will see Hamilton’s flourishing presence on trading cards reach new heights, with authenticated signatures and race-worn gear being the stars of the show. Produced under the esteemed Topps brand, notoriously acquired by Fanatics last year, these collectibles promise to sparkle with Hamilton’s personal touch. Gone are the days of generic F1 portfolios; now, Hamilton, with his Midas touch, will wield creative control over card designs and direct a share of the proceeds to charities close to his heart.
Fans on London’s Regent Street were treated to an unparalleled experience last Friday when Hamilton personally cut the ribbon to unveil his first one-of-one Topps Chrome F1 card. Adorned in a Ferrari suit and inscribed with “Forza Ferrari”—a gesture speaking volumes on his new allegiance—only five red-parallel copies exist, already the obsession of collectors worldwide.
The genesis of this trading card phenomenon stemmed from Topps securing F1 trading card and sticker rights in 2020, deftly riding the wave ignited by Netflix’s Drive to Survive series. Coupled with the pandemic-induced trading card boom, Hamilton’s cards have since soared to great heights. With eight Topps F1 cards now auction breachers of the $100,000 mark, Hamilton’s presence remains an undeniable force. His 2020 Chrome Superfractor rewrote records, breaking past the million-dollar threshold in 2024, following another in 2022 for $900,000 for a non-autographed version.
Discussing his connection to this world of collectibles, Hamilton reminisces about his childhood adhesive affections in an exclusive discussion with The Athletic. “Growing up, every spare penny went to Premier League stickers,” he revealed. Trading, the currency of camaraderie among friends, blossomed into a lifetime love. “I never imagined my efforts would one day foster causes I genuinely care about.”
Meeting the devoted fan base fuels Hamilton’s passion. “Seeing someone who owns one of these unique cards is humbling,” he expressed, laughing. A fan, previously just a boy inspired by both Arsenal and F1, brought a tear, weaving the shared tapestry of sport and life into something grander.
Pondering his personal cache of mementos, Hamilton shared glimpses into cherished tokens of his racing journey. From his first spray-painted yellow go-kart helmet, lovingly crafted by his dad in their local B&Q, to his debut Monaco trophy, each artifact whispers tales of his storied career. “Those ‘firsts’,” he stated with certainty, “are incomparable.”
Away from the roaring engines and whirls of the track, Hamilton’s interest pivots towards more introspective pursuits. A collector of art and vintage cars, he finds solace in the ambiance they provide. “I relish those moments with a glass of wine, admiring pieces by promising Black or African artists,” he imparted. Lest anyone think his explorations are limited, his portfolio of unusual autograph requests includes signing an adorably small pair of Japanese boxers, humorously prompting, “It was peculiar, but it aside from being just unique, it brightened someone’s day.”
As a seasoned collector and aficionado of the racing scene, Hamilton’s investment wisdom extends to the next generation. He eagerly offers his picks for future card sensations: “Kimi Antonelli, Oliver Bearman—and most definitely Isack Hadjar. They’re on an upward trajectory,” he enthused.
In partnering with Fanatics Collectibles, Hamilton isn’t merely stepping into a new business venture but intertwining his personal story with creativity, charity, and a cheeky dollop of flair. The cards are more than memorabilia—they’re a bridge connecting passion, philanthropy, and legacy, closing the gap between a champion’s history and a fan’s heart.
