Ferrari has given Charles Leclerc and Lewis Hamilton a playful new identity ahead of the 2026 Las Vegas Grand Prix, introducing personalised red shirts featuring the names “Charlo 16” and “Luigi 44”. The unusual nicknames were revealed on 12 November as part of a light-hearted initiative through the official Scuderia Ferrari app, offering supporters a different way to celebrate the team’s two Formula 1 drivers.
The timing is particularly interesting because the reveal comes alongside a significant development away from the circuit. Charles Leclerc has overtaken Lewis Hamilton in SportsPro’s 2026 ranking of the world’s most marketable athletes, becoming the highest-placed Formula 1 driver in ninth position overall. Lewis Hamilton, who topped the global ranking in 2025, has dropped to 22nd place.
Ferrari introduces ‘Charlo 16’ and ‘Luigi 44’ for Charles Leclerc and Lewis Hamilton
Ferrari’s latest initiative replaces the drivers’ familiar names with more playful alternatives while preserving their racing numbers. Charles Leclerc becomes “Charlo”, retaining his iconic number 16, while seven-time world champion Lewis Hamilton receives the Italian-inspired nickname “Luigi”, alongside his number 44.
The personalised shirts maintain Ferrari’s traditional red colour scheme, with white lettering, the team’s prancing horse emblem and the HP branding prominently featured. Both drivers participated in the presentation, examining their customised shirts while wearing official Ferrari clothing.
Charles Leclerc appeared in a red Ferrari hoodie and matching cap as he held up his “Charlo 16” shirt. Lewis Hamilton, meanwhile, wore a red Ferrari team polo while looking at the “Luigi 44” design.
Ferrari introduced the concept with the message: “New aliases unlocked: Charlo 16 and Luigi 44”, encouraging supporters to visit the Scuderia Ferrari app to obtain their own personalised T-shirts.
The initiative is a small but distinctive example of how Ferrari is using the personalities of its drivers to engage supporters beyond traditional racing coverage. Rather than focusing on championship positions or technical developments, the team has created a more informal connection with fans through customised merchandise.
Charles Leclerc overtakes Lewis Hamilton in F1 marketability rankings
Ferrari’s playful announcement coincides with an intriguing change in the commercial standing of its two drivers.
According to SportsPro’s 2026 list of the 50 Most Marketable Athletes, Charles Leclerc has climbed from 25th to ninth overall, becoming the highest-ranked Formula 1 driver in the assessment. Lewis Hamilton has moved in the opposite direction, falling from first place in 2025 to 22nd in the latest edition.
Charles Leclerc achieved a marketability score of 71.12 out of 100, compared with Lewis Hamilton’s 66.63. The ranking, developed with NorthStar Solutions Group, evaluates athletes using criteria including brand equity, momentum and future commercial potential.
Importantly, the assessment measures commercial appeal rather than driving performance or sponsorship earnings. It also covers a defined period ending in June 2026, meaning the ranking does not represent a complete evaluation of the current Formula 1 season.
The results nevertheless highlight the significant international profiles of both Ferrari drivers. With Charles Leclerc now leading Formula 1’s marketability ranking and Lewis Hamilton remaining one of the sport’s most recognisable figures, Ferrari has two personalities capable of attracting attention well beyond motorsport.
A different side of Ferrari ahead of the Las Vegas Grand Prix
The nickname initiative arrives as Ferrari prepares for the Las Vegas Grand Prix, which takes place on 21 November local time. The event is one of Formula 1’s most prominent showcases, combining racing on the Las Vegas Strip Circuit with extensive commercial and promotional activity.
For Ferrari, the “Charlo 16” and “Luigi 44” shirts provide a lighter moment before attention returns to the competitive demands of the race weekend.
Although the personalised names have no sporting significance, they offer fans another way to connect with Charles Leclerc and Lewis Hamilton. And with Ferrari’s two drivers continuing to attract considerable attention both on and off the circuit, even a simple change of name has become an opportunity to showcase their individual personalities.
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