Met Gala chair, movie co-producer, advocate for social change, and now a Ferrari driver – Lewis Hamilton’s influence extends far beyond the realm of Formula 1. While he continues his pursuit of a groundbreaking eighth world title with his new team, his partnership not only with F1 but also its biggest brand, Ferrari, resonates with those outside the traditional fan base. Hamilton’s move doesn’t just target racing enthusiasts; it connects with broader audiences who might not typically watch the sport.
Hamilton’s switch to Ferrari is already a marketing feat before he even steps onto the track in Australia next week. This transition follows 13 months of anticipation since he announced his departure from Mercedes. According to Michael E. Sawyer, author of the upcoming biography “Sir Lewis,” the commercial impact for Ferrari is unprecedented. He believes Hamilton’s presence elevates Ferrari’s iconic status and represents boundary-pushing progress. High expectations accompany Hamilton’s potential to impact representation and diversity in Italy, particularly regarding opportunities for people from varied backgrounds.
When the news of Hamilton joining Ferrari broke, the fashion industry, among others, anticipated significant changes. Michelle Francine Ngonmo, founder of Afro Fashion Week Milano, highlights this as a pivotal moment for diversity in Italian fashion. Hamilton’s introduction as a Ferrari driver, marked by carefully curated photographs, was a celebration of style – a stark yet impactful traditional look in front of company founder Enzo Ferrari’s residence.
Hamilton’s appeal transcended the Formula 1 circuit long ago. His unique blend of high fashion and sports celebrity, along with his connections in the fashion industry, role as a Met Gala chair, and a co-production credit on an upcoming Hollywood film, enables him to reach audiences who might not typically engage with motorsports. As Hamilton, now 40, looks to start his Ferrari journey, there is a risk of unmet expectations if the elusive eighth title evades him.
In preseason trials in Bahrain, Hamilton kept pace with competitors and teammate Charles Leclerc. However, he noted a need for growth, admitting there is work to be done. Hamilton acknowledges a period of adjustment, though rivals suggest an immediate successful start is crucial to maintain Ferrari fans’ fervor. Christian Horner of Red Bull articulates that Italian fans’ support could fuel Hamilton further, provided success comes quickly.
Throughout his career, Hamilton has championed numerous social justice causes, embedding his activism into his racing platform. His efforts highlight race-related issues, police violence, LGBTQ rights, and environmental causes, spotlighting human rights in countries hosting F1 racing events. At Ferrari’s Fiorano test track, Hamilton underscored his commitment to diversity in motorsports, striving to enhance inclusivity within the sport – both for audiences and in terms of access.
Previously, at Mercedes, Hamilton advocated for more diversity within the team and promoted science and tech careers to children from diverse backgrounds. His aspirations to pursue these initiatives at Ferrari indicate mutual enthusiasm, though specific plans remain undisclosed. Ngonmo echoes the sentiment that visible action in Italy would solidify these efforts beyond mere rhetoric.
Hamilton’s long-term association with Ferrari signals the brand’s understanding and support of his values, according to Sawyer. He posits that Hamilton’s prominence evokes nostalgia comparable to football legend Diego Maradona’s impact on Naples in the 1980s, while acknowledging that Italy’s reception of Black athletes has been variable.
In an interview, Hamilton admitted considering Italy’s history of soccer racism before joining Ferrari, but assessed that this would not be a hindrance. His conscious use of Italian phrases in interviews demonstrates his attempt to foster a sense of belonging and potentially redefine Italy as a welcoming space for all.
