When Ferrari finalized the deal with Lewis Hamilton to bring him to Maranello, they were fully aware of the benefits the Englishman could bring to the brand, both in terms of on-track competitiveness and visibility and marketing.
And the first three months of the seven-time Formula 1 world champion in red are already bearing fruit, at least in terms of image return and publicity.
And Puma Celebrates
The Sports Business outlet, always attentive to sports sponsorships, recently highlighted the huge sales boom of Puma – which has been with the Prancing Horse for 20 years – for products linked to the Red team: “Since Lewis Hamilton’s arrival, Puma claims to have multiplied Ferrari-branded collection sales by eight.”
Lewis Hamilton’s mere presence has allowed the German company to expand its audience, extending the appeal of Ferrari merchandise beyond traditional motorsport fans, thus crossing into fashion, sustainability, and inclusivity.
In short, Puma can celebrate Ferrari’s great market move and is holding onto its partnership with the Maranello team.
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