On Sunday, the Formula 1 season begins in Melbourne. Then, the British Formula 1 driver Lewis Hamilton, 40, embarks on a new journey, hunting for a historic eighth championship title.
His Mercedes did not deliver over the last four seasons, and therefore, he has switched to Italian Ferrari this year. This will give Ferrari's brand a significant boost, believes Michael E Sawyer, author of the upcoming biography about Sir Lewis Hamilton.
The commercial success of Ferrari's brand is unparalleled. It makes the brand even more iconic, says Sawyer.
The expectations in Italy are not only about Hamilton's potential successes on the racing track but perhaps even more about the Briton's influence as a role model for people with different backgrounds.
When it became clear that he would join Ferrari, the fashion industry, in particular, started thinking about change, says Michelle Francine Ngonmo, founder of Afro Fashion Week Milano.
"Always fighting for diversity"
Hamilton has a significant celebrity status in the fashion world. He is friends with fashion influencers, involved in the fashion world's big gala event Met Gala, and also co-producer of the upcoming Hollywood film "F1" starring Brad Pitt in the lead role.
But he also uses his celebrity status to influence issues such as racism, LGBTQI rights, and the environment.
I always fight for diversity. Sports must become more inclusive. We are working towards that, said Hamilton during Ferrari's tests last week.
During his time at Mercedes, Hamilton worked for greater inclusion in the team and for more children from different backgrounds to be able to make a career in science and technology. He has said that this work will continue at Ferrari.
It would be great here in Italy to see such initiatives being implemented, says Ngonmo.
Thought about football racism
Hamilton recently said in an interview with Time that he thought about racism in Italian football before signing with Ferrari.
But it's usually small groups that are behind it, and I don't think it will be a problem, said the Formula 1 circuit's only black driver to Time.
Ngonmo welcomes that Hamilton is already using Italian phrases.
I think he's trying to get people to understand that Italy can be a place where everyone belongs, she says.
Born: January 7, 1985, in Stevenage, United Kingdom.
F1 debut: 2007.
F1 team: McLaren 2007-2012, Mercedes 2013-2024, Ferrari 2025-.
Achievements: 7 championship titles (equal to Michael Schumacher): 2008, 2014, 2015, 2017, 2018, 2019, 2020). 105 wins.
