A dapper picture of seven-time Formula 1 champion Lewis Hamilton, dressed in a black suit outside the Scuderia Ferrari headquarters in Maranello, Italy, has been doing the rounds on social media this week.
It marked the official partnership between Ferrari and Hamilton, which is more than just about “race royalty”. It's also a fashion statement and smart business.
The image of the ‘most accomplished F1 driver of all time’ standing next to the legendary Ferrari F40 suggested a new chapter in Hamilton’s career. It also marked another chapter in Ferrari’s legacy, as they hunt the elusive constructors championship, last won in 2008.
New era @ScuderiaFerrari pic.twitter.com/EVUjKNC3MO
— Lewis Hamilton (@LewisHamilton) January 20, 2025
What was even more iconic was the fact that Michael Schumacher wore a similar outfit on his first day at Ferrari. Perhaps Hamilton wants to follow in the footsteps of Ferrari’s most successful driver ...
“There are some days that you know you’ll remember forever, and today, my first as a Ferrari driver, is one of those days,” Hamilton wrote on Instagram on Monday.
“I’ve been lucky enough to have achieved things in my career I never thought possible, but part of me has always held on to that dream of racing in red. I couldn’t be happier to realise that dream today.”
The 40-year-old departed Mercedes-Benz after a successful tenure, racking up seven world titles. But while his level of celebrity has sky-rocketed over the years, becoming a fashion mogul somewhere along the way, many argue that his edge as a driver has gone in the opposite direction.
His last championship came in 2020 and since then the hottest names in F1 have been the likes of Max Verstappen and his fellow Brits Lando Norris and George Russel. Still, his name holds much gravitas. A disappointed Carlos Sainz was shown the door by Ferrari, so that Hamilton could pair up with Charles Leclerc for the 2025 season.
With just under two months to go before the start of the season, Hamilton will have to get acquainted with the Ferrari post-haste. At the end of last season, Ferrari team principal Fred Vasseur said he was not worried about the pre-season because of Hamilton’s experience.
“It’s always a challenge, starting from the beginning of January until the launch of the season on February 18 in London, and we will do the (2025 car) launch on the 19th in Maranello.
“It means it’s critical that you have only six weeks, it’s not easy. But I think he’s also coming with his own experience, he’s not the rookie of the year – so it means that I’m not worried at all about this,” Vasseur said.
The Ferrari boss also explained he has no doubt in Hamilton’s ability as a driver, despite some of past performances.
“He had very good races in Vegas, in Abu Dhabi and I was never – really, never, never, never – worried about the situation,” Vasseur added.
Hamilton joining Ferrari will no doubt increase the commercial value of both of their brands. But increased commercial value will not ensure a championship win for the Italian team, which is what they have been gunning for over a decade.
Whether or not Hamilton can drive the Prancing Horse to his eighth championship remains to be seen, but the 2025 F1 season is likely going to be a grand spectacle.