Lewis Hamilton, the Formula One world champion, launched the McLaren team's new partnership with Marks & Spencer by driving one of the team's cars into the retailer's Marble Arch store.

The partnership sees the Vodafone McLaren Mercedes team partner with M&S to create a dynamic kidswear range which it hopes could be the source of a six-figure annual boost to the team.

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Collection prints feature genuine technical designs created by the team's senior engineers, the tread pattern of a Formula One wet-weather tyre has been worked into sweatshirt designs and Hamilton and Finland's Heikki Kovalainen's personalised crash helmet artworks also feature prominently.

"When I saw the completed Living The Dream range for the first time, I was amazed at the incredible detail that has been put into every item," said Hamilton. "It's flattering and humbling to have been the inspiration for part of the range – the kids loved the clothes when they got a chance to wear them for the official photographs, and I've got a lot of little nephews whom I just know will go crazy for everything when it is launched in the autumn. It's just a shame this wasn’t around when I was a kid!"

Kovalainen added: "Everybody knows Marks & Spencer so it's fantastic to think that a range of clothes featuring the Vodafone McLaren Mercedes team, myself and Lewis will soon be available across the whole country. The range really captures the look and feel of our team as well as the colours and graphics that I designed personally for my crash helmet. Formula One motor-racing is the most incredible sport in the world and the Living The Dream collection is so colourful and edgy that it really brings it all to life."