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Why Hamilton chose Ferrari

Perhaps besides the racecar, fashion is also involved

Why Hamilton chose Ferrari Perhaps besides the racecar, fashion is also involved

After rumours of Lewis Hamilton's arrival at Ferrari for 2025 had been swirling all day amid hysteria and excitement, confirmation finally came directly from Maranello in the evening. An unforeseen earthquake that has split the F1 circus in two and that will see the seven-time world champion behind the wheel of a Rossa, the very one that belonged to Michael Schumacher, with the intention of surpassing his record. Hamilton has been approached by Ferrari several times during his long Formula One career, but each time it has seemed more of a market inducement than a real possibility, and the Briton would remain at Mercedes for life under the guidance of his mentor Toto Wolff. Instead, the ambition to win the world title once again and become the sole record holder at the wheel of the most iconic racecar on the circuit must have persuaded Hamilton to take this radical step.

But it wasn't just the hunger for victory and the desire to win the coveted eighth title that eluded him in 2021 due to a safety car that convinced Hamilton that the red Maranello was the right car to end his career. Amid a thousand difficulties, Ferrari have nevertheless seemed more competitive than Mercedes in the last two seasons, both times without a win for Hamilton, and hope lies in the new rules that are set to revolutionise the current hierarchies. But for a driver who recently celebrated his 39th birthday and will contest his first race in red in just under 400 days, it is also important to think about what happens off the track. "Who says you only have to do one thing in life? That you're in one pit and that's the only pit for you? I want to be in at least two pits,' said the British driver in an interview on the official F1 channel in 2015.

Unlike his peers, Hamilton has managed to create a personal brand for himself outside the cockpit too, appearing in the pit lane every weekend and turning Formula 1 drivers' attire on its head with his monochrome suits. And his passion for fashion has led him over the years to first collaborate with Tommy Hilfiger, with whom he also walked the catwalk at London FW 2020, and then to create his own brand +44, which recently launched a capsule collection with Hajime Sorayama. So it's no secret that Hamilton wants to continue pursuing his passions even after his racing career is over. And where better to do that than in Italy and at Ferrari, which has invested heavily in his legacy with its own fashion brand that regularly appears at Milan Fashion Week. A confrontation between the racetrack and the catwalk that has certainly played an important role in Hamilton's decisions, who is ready to immerse himself in the reality of the "Prancing Horse" beyond his role as a driver.

Thanks to the Netflix series Drive to Survive and PUMA's decision to hire A$AP Rocky as Creative Director, but also thanks to Hamilton's personality, Formula 1 has grown considerably in terms of popularity and revenue. The perfect testimonial to show a new side of the paddock, but also of Ferrari, which is looking to put some difficult seasons behind it, also thanks to a surprise hit that has already sparked the enthusiasm of their fans.