When Lewis Hamilton’s historic transfer to Ferrari was revealed in February 2024, it stunned the Formula 1 community. It seems to have astonished Puma as well, as the seven-time champion’s clothing has caused some issues due to the huge demand.
The British celebrity was obviously a very powerful person since, according to The Sunday Times, his net worth at the end of 2024 was £350 million, putting him the ninth-wealthiest person on their Rich List 40 under 40.
Millions of Hamilton fans worldwide hurried to buy official Ferrari gear featuring the legend’s name and driver number after Hamilton’s departure stunned Mercedes and their Formula One opponents after 12 years of racing for the Silver Arrows.
To further solidify his status as one of the sport’s greats, Ferrari’s official kit partner Puma have reportedly seen: “an eightfold increase in Ferrari sales since Hamilton’s signing,” according to SportBusiness.
Puma overwhelmed by Hamilton kit demand
Unsurprisingly, Hamilton’s move to the Maranello-based outfit has led to a marketing dream for the Scuderia, and his social media content since joining the team broke records for interactions from motorsport fans, with his iconic ‘first day’ shoot in front of Enzo Ferrari’s house gathering over 5.7million likes on Instagram.
It’s been reported, however, that Puma were not prepared for such interest in the former Mercedes star, with the brand understood to have sold out multiple times for certain new items. The Tifosi certainly voted in their numbers over who their favourite of Ferrari’s 2025 driver lineup is, and Puma have sold out of the Hamilton Ferrari cap featuring his iconic number 44 multiple times.
Puma appear to be constantly playing catch-up with demand and, as things stand, still have the cap listed as out of stock on the official website.
There also appears to still not be any official ‘Hamilton’ merchandise out there to feature the legend’s name, although who knows what the brand have planned in the future following the overwhelming popularity during his debut season in red.
