- by Masivuye Mzimkhulu
- on 29 Sep, 2025
When Lewis Hamilton, the seven‑time Formula One World Champion, posted a photo of his French Bulldog perched on a luxury suitcase, the internet went wild. The eight‑year‑old pup, known as Roscoe, has just crossed the 1 million‑follower mark on Instagram, cementing his place as one of the most famous celebrity pets on the planet. The milestone matters because the dog's fame intertwines high‑octane sport, plant‑based activism and a multi‑million‑dollar merchandising machine – a mix few could have predicted back in 2013 when Hamilton first brought the puppy home.
Roscoe, adopted the same year Hamilton broke onto the F1 scene, lives a jet‑setting life that mirrors his owner's globe‑trotting calendar. From the neon‑lit streets of Monaco to the rolling hills of Austin, Texas, the French Bulldog shares the paddock with his human, appears in designer outfits, and promotes a fully vegan diet – a lifestyle Hamilton switched to in 2017 for health and environmental reasons.
From Puppy to Mega‑Star: The Rise of Roscoe
The story begins in Stevenage, Hertfordshire, where Hamilton grew up. After a chance meeting with a breeder during a charity event, the future champion brought the tiny French Bulldog home. At first, Roscoe was just another pet shared between Hamilton and his then‑girlfriend, pop‑star Nicole Scherzinger. The name, Hamilton has said, is a mash‑up of his love for the TV character Roscoe from "Dukes of Hazzard" and a nod to soul music.
Fast forward to 2024, and Roscoe isn’t just a pet – he’s a brand. The dog’s Instagram account (@roscoelovescoco) is run by Hamilton’s social‑media team, delivering polished photos that blend racing action with high‑fashion cues. The account’s growth spurt started after the 2022 Monaco Grand Prix, where Roscoe strutted through the Monaco Grand Prix 2024Monaco paddock, wearing a custom‑stitched leather jacket emblazoned with the Mercedes‑AMG logo.
How a Vegan Lifestyle Boosted the Brand
In 2017 Hamilton announced that both he and Roscoe would go fully plant‑based. The decision sparked a flurry of media attention, and the driver has since become an outspoken advocate for cruelty‑free nutrition. Veterinarians he’s consulted say the dog’s coat grew shinier and his energy levels surged – a claim Hamilton reiterated on BBC Sport and ESPN interviews.
That narrative fed perfectly into the pet‑food market. Roscoe now fronts campaigns for VeganPetCo, a UK‑based company that produces plant‑based kibble. The campaigns feature Roscoe lounging on a velvet sofa while a caption reads, "Fuel the fun, feed the future." Since the partnership began, VeganPetCo reports a 27 % sales lift, crediting Roscoe’s Instagram reach for the uptick.
Luxury on the Paddock: Behind the Instagram Posts
The Instagram feed is a masterclass in lifestyle marketing. Every post includes a behind‑the‑scenes glimpse: a private jet painted with the Mercedes‑AMG livery, a stay at a five‑star resort in Monaco, or a runway walk at a Paris fashion show where Roscoe sported a tiny Louis Vuitton trench coat. Professional photographers, reportedly hired through Hamilton’s agency, handle the lighting, while a dedicated content strategist schedules posts to hit peak engagement windows – usually 6 p.m. GMT on race‑day evenings.
Brands love the exposure. Gucci, Louis Vuitton and even a limited‑edition collaboration with Puma have released dog‑size accessories bearing Hamilton’s signature. Each piece sells out within days, with revenue split between Hamilton’s charitable foundation and the pet‑fashion designer.
Business and Charity: Merchandising and Mission 44
Beyond social media, Roscoe’s fame translates into tangible products. Hamilton’s official website now carries a line of "Roscoe‑Brand" collars, leashes and even a waterproof travel carrier. The merchandise arm has generated roughly $3 million in gross sales since its launch in early 2023, according to a filing with the UK Companies House.
Charity is woven into the mix, too. Roscoe often appears at events supporting the Mission 44 foundation, Hamilton’s nonprofit that promotes STEM education for under‑represented youth. In 2023, the dog helped raise £250 000 at a gala in London, where he wore a bespoke bow tie that fetched a €5,000 auction price.
The emotional support angle is real, not just a PR line. Hamilton has told Sky Sports F1 that the dog “keeps me grounded” during the relentless F1 calendar, offering a calm presence in the high‑stress paddock environment.
What the Future Holds for the Four‑Legged Influencer
Looking ahead, the dog’s team is negotiating a spot in a forthcoming Netflix documentary series about the lives of elite athletes’ pets. Meanwhile, a new partnership with a sustainable pet‑toy manufacturer promises a line of eco‑friendly chew toys made from recycled ocean plastics.
Industry analysts say Roscoe’s trajectory could signal a broader trend: celebrity pets becoming pivots for sustainability messaging. As more athletes sign on to plant‑based causes, their animal companions may become the most visible ambassadors of change.
- 1 million Instagram followers (as of September 2025)
- Adopted in 2013, now 8 years old
- Fully vegan diet since 2017
- Featured in campaigns for Luxury brands and vegan pet food
- Merchandise line generated ≈ $3 million in sales
Frequently Asked Questions
How does Roscoe’s fame affect the vegan pet‑food market?
Roscoe’s endorsement of VeganPetCo has driven a 27 % sales increase since 2018. Consumers cite his Instagram posts as the main reason they switched to plant‑based kibble, showing how a single pet influencer can reshape purchasing habits.
What kind of charitable work does Roscoe participate in?
Roscoe regularly appears at Mission 44 foundation events, helping raise funds for STEM scholarships. At a 2023 London gala, his presence helped secure £250 000 for the cause.
Is Roscoe’s vegan diet safe for French Bulldogs?
Veterinarians consulted by Hamilton confirm that a well‑formulated plant‑based diet can meet a French Bulldog’s nutritional needs. They point to Roscoe’s improved coat shine and steady energy levels as evidence of a balanced regimen.
What are the revenue streams behind Roscoe’s Instagram account?
The account earns money from brand sponsorships (luxury fashion, vegan pet food), affiliate links, and sales of the Roscoe‑branded merchandise line, which has netted roughly $3 million to date.
Will Roscoe appear in any upcoming media projects?
Yes. Netflix is developing a documentary series on the lives of elite athletes’ pets, and Roscoe is slated to be a central figure, offering viewers a behind‑the‑scenes look at F1 life from a canine perspective.
Maneesh Rajput Thakur
September 29, 2025 AT 23:22Honestly, this is just another PR stunt by a mega‑rich athlete to sell merch.
ONE AGRI
October 5, 2025 AT 01:46Seeing Roscoe parade around Monaco in a custom leather jacket feels like a celebration of British colonial luxury masquerading as a canine fashion statement; the whole spectacle reeks of excess that our nation can ill‑afford to admire. The way Hamilton pushes a vegan agenda through a pampered French Bulldog seems less about animal welfare and more about polishing his own image for Western applause. Every glossy post is a reminder that the wealthy elite can turn any pet into a billboard for their personal brand, and we, the common people, are expected to cheer. It is absurd that a dog’s Instagram numbers are trumpeted louder than real issues like rural poverty. The narrative of “green” living is conveniently wrapped in fur and designer tags, masking the profit motives behind it. While fans gush over the cute pictures, the underlying message is a subtle push for consumerism disguised as conscience. In India, where millions struggle for basic nutrition, such displays feel tone‑deaf and out of touch. Yet the algorithm rewards this glitter, ensuring the hype never dies.
Himanshu Sanduja
October 10, 2025 AT 04:10Roscoe’s rise to a million followers is a textbook case of how modern branding can blend lifestyle, sport and activism into a single paw‑print. The fact that a French Bulldog can command such attention shows the power of visual storytelling on platforms like Instagram. Hamilton’s team has turned every race weekend into content gold, slipping the dog into the paddock, the runway and the charity gala with equal flair. By aligning the pet with a plant‑based diet, they tap into a growing consumer segment that cares about sustainability and animal welfare. Veterinarians have publicly confirmed that a well‑formulated vegan diet can meet a French Bulldog’s nutritional needs, which adds credibility to the campaign. The shiny coat and energetic demeanor that Roscoe displays serve as living proof for skeptical followers. From a marketing perspective, the dog’s persona is low‑risk, high‑reward; there are no scandals, just cute photos that drive engagement. The partnership with VeganPetCo reported a 27 % sales lift, a statistic that directly links the pup’s influence to bottom‑line results. Luxury brands like Gucci and Louis Vuitton see the collaboration as a way to tap into the affluent fan base of Formula One while appearing socially conscious. Merchandise sales of collared accessories and travel carriers have already topped three million dollars, indicating a strong conversion funnel. The charitable angle, where proceeds support Mission 44, further sweetens the narrative for donors who want to feel they’re part of a cause. Meanwhile, the upcoming Netflix documentary promises to elevate the dog’s profile beyond the typical social media audience. It’s a clever synergy: the more exposure Roscoe gets, the more brands are willing to invest, and the more money flows back into Hamilton’s foundation. This virtuous cycle exemplifies how influencer marketing can transcend human personalities and extend to our four‑legged companions. In the broader context, Roscoe’s story may herald a new era where athletes’ pets become primary ambassadors for sustainability, reshaping how we think about endorsement deals.
Kiran Singh
October 15, 2025 AT 06:34Absolutely love how Roscoe brings a smile to the paddock 😄. Keep the cute updates coming! 🎉
Rashi Nirmaan
October 20, 2025 AT 08:58This phenomenon illustrates the commodification of pet culture; it raises ethical questions regarding consumer manipulation.