. In many ways, Hamilton transcends the sport itself as a massive public figure in his own right. Hamilton is the sport’s first and only Black driver — currently tied with Michael Schumacher for seven-time world driver championships — and boasts the record for the most wins and podium finishes ., opened charitable STEM foundation Mission 44, serves as executive producer of the upcoming Formula 1 film starring Brad Pitt and Damson Idris and much more.
One big question that remains on countless minds: What does this move to Ferrari mean? As someone deeply intertwined with the fashion industry, Hamilton’s sartorial choices, styled by industry darling Eric McNeal , are the talk of the paddock — with Instagram accounts such as Rashi Gaur’s @hamazinglew dedicated to decoding high fashion choices from “Lewis has one of the strongest personal brands of any public figure worldwide — across any industry, not just sports,” explains Herman.
James Vowels, team principal at Williams Racing, explained during their car launch at the Fifth Avenue Puma store in early February the importance of these partnerships to his team. “The first phone call I made when I joined the team was to Puma. I really like what they stand for as a brand and I wore their trainers for many years. The sponsors we are working with have meaning to us and to the world as well.
While plans for the brand’s future with Hamilton remain under wraps, the brand has continued to double down on its Mercedes ties. The company named both Mercedes driver, George Russell, and his long-term girlfriend, Carmen Montero Mundt, ambassadors last year. WAG culture and power couples have been a major part of pop culture; interest in Taylor Swift and Travis Kelce and Victoria Beckham and David Beckham has never been higher.