Seven-time world champion and Ferrari driver Lewis Hamilton caused a stir in central London today, with throngs of fans swarming Regent Street to witness the grand opening of Fanatics’ new flagship store. The buzz began after Fanatics briefly announced that Hamilton would make an appearance to officially open the store, sparking a frenzy among motorsport enthusiasts.
Fans queue from dawn for a glimpse of F1 legend
With the event scheduled for midday, dedicated fans began queuing as early as 4am, braving the morning chill for a chance to see the British racing legend. Some even camped overnight outside the store, transforming Regent Street into a sea of Ferrari red and Mercedes silver.
Hamilton, who is among the most recognizable faces in the sport, was joined by Fanatics founder Michael Rubin at the event. Together, they cut the ribbon on what is being dubbed the “Home of the Hobby”, a reference to the store’s deep dive into trading cards and collectible sports memorabilia.
A collector's trove and exclusive insights
During the opening, Hamilton engaged with fans and shared a surprising personal detail that he owns a staggering collection of around 400 race-worn helmets from his storied career.
The crowd erupted with excitement when it was also revealed that Fanatics incorporates pieces of Hamilton’s race-used suits into its premium Dynasty collection trading cards.
It gives fans a way to get a piece of the action, explained Rubin, highlighting the brand’s innovative approach to collectibles.
Unmatched fan power in the heart of London
Social media lit up with posts from fans, many clad in Ferrari and Mercedes gear, capturing the energy of the moment as queues snaked around the block.
Despite recent challenges on the track, Hamilton’s star power remains undiminished. His enduring popularity was on full display, affirming his status as not just an F1 driver, but a global cultural icon.
From racing circuits to red carpets
Looking beyond the racetrack, Hamilton is set to co-chair the 2025 Met Gala, which will spotlight Black fashion and culture. His expanding portfolio includes a stake in the NFL’s Denver Broncos, further cementing his influence across sports and entertainment.