Formula 1’s most decorated driver Lewis Hamilton shocked the grid at the beginning of the 2024 season, announcing he would be swapping Mercedes for the Scuderia in pursuit of his record-breaking seventh WDC title. It was a bold move, to say the least. But one with objectives outside of the grid, in mind.

Puma has reportedly enjoyed an eightfold increase in sales of its range of Ferrari Formula 1 merchandise since Lewis Hamilton joined the team at the start of the F1 2025 season. Hamilton joined Ferrari ahead of the new season in only the second team switch of his illustrious F1 career after 12 years with previous employers Mercedes.

Lewis Hamilton’s rocky Ferrari start hides a commercial revolution. Discover how his star power is transforming F1’s most iconic team beyond the track.