Is this already the “Box Box” era? The celebrity capital of Formula One stars at the end of their career. The Lewis Hamilton Case

This paper examines the concept of celebrity capital in sports, with a focus on the post-career phase of élite athletes. Using Lewis Hamilton – Formula One champion and prominent public figure – as a case study, the research investigates how this form of capital is renegotiated during the transition from full competitive performance to the prospect of retirement. Drawing on the conceptual framework of celebrity studies, media studies, and sport sociology, while adopting a qualitative approach through a thematic analysis, the study examines Hamilton’s self-narrative on Instagram, as well as the ideas that the Italian press is spreading on this particular moment in his career, and the mainstream narrative carried out through the documentary TV series Formula 1: Drive to Survive.The research identifies the recurring themes of remembrance, generational transition, self-commodification, public legacy, and self-branding strategies. Hamilton's media-driven narrative is oriented towards a gradual process of transformation, placing the athlete between a symbolic closure (of a journey) and promising new possibilities for his future. The case exemplifies how sports celebrities perform a publicly staged negotiation of their end-of-career, constructing a legacy that may extend beyond sport and into cultural, ethical, and entrepreneurial spheres.