Lewis Hamilton Launches Global Trading Card Venture “Card Culture”

Seven-time Formula 1 world champion Lewis Hamilton is making a major move into the collectibles space, partnering with Dave & Adam’s Card World to launch a new retail concept: Card Culture by Lewis Hamilton.

The venture is set to bring dedicated trading card stores to markets outside North America, with the first location scheduled to open in Germany in June 2026. Expansion plans are already in place for the United Kingdom, Australia, and key cities across the Middle East and Asia over the next five years.

A Global Gap in the Hobby

Hamilton’s move into the space is driven by a clear observation: the trading card hobby remains heavily concentrated in the United States.

While the U.S. boasts over a thousand card shops, the rest of the world has comparatively limited access to dedicated retail spaces. Hamilton’s vision is to change that—creating locations that go beyond simple retail.

His goal is to build environments that capture the experience of collecting: opening packs, connecting with others, and becoming part of a wider community.

Inspired by a Growing Trend

Hamilton’s project follows a similar move by Tom Brady, who acquired a 50% stake in card shop chain CardVault, later rebranded as CardVault by Tom Brady. That business has already expanded to 14 locations across the United States.

While Hamilton hasn’t directly collaborated with Brady on the venture, he has been in discussions with Michael Rubin, whose company Fanatics has been actively expanding its footprint in the collectibles market.

The idea for Card Culture gained further momentum following the success of Fanatics’ flagship store in London, where demand for trading cards has grown rapidly in recent years.

A Genuine Collector Behind the Brand

Unlike many celebrity-backed ventures, Hamilton’s involvement is rooted in genuine interest. He has been actively building his own collection, ranging from trading card games to sports cards.

His collection reportedly includes hundreds of Pokémon cards, sealed vintage boxes, and a growing interest in iconic sports collectibles. Among the items he’s currently targeting are cards of legends like Mickey Mantle, Michael Jordan, Tom Brady, and Shohei Ohtani.

Hamilton has also embraced other areas of the hobby, including Pokémon and Star Wars collectibles, reflecting the broader cultural shift in collecting beyond traditional sports cards.

According to Dave & Adam’s CEO Adam Martin, Hamilton’s enthusiasm and authenticity have been central to the partnership, describing the project as a true passion venture rather than a surface-level endorsement.

Expansion Plans and Market Potential

The long-term ambition for Card Culture is significant. Early focus areas include Europe and the UK, but the brand is also exploring opportunities in rapidly growing regions such as the Middle East.

Cities like Dubai and Abu Dhabi have been identified as key targets, reflecting increasing demand for collectibles in emerging markets. While some expansion plans are currently on hold due to regional uncertainty, the intention remains to establish a strong presence there in the future.

Building More Than a Store

At its core, Card Culture is positioned as more than a retail chain. The aim is to create modern spaces that blend community, culture, and competition, something Hamilton believes is currently missing in many international markets.

With global interest in trading cards continuing to rise, the timing aligns with a broader shift in the hobby. Collecting is no longer niche, it’s becoming a mainstream, worldwide activity.

As the first store prepares to open in Frankfurt, Card Culture by Lewis Hamilton is shaping up to be one of the most ambitious attempts yet to take the trading card hobby truly global.