Ferrari F1 driver Lewis Hamilton is stepping into the global collectibles business, partnering with leading retailer Dave & Adam’s Card World to create a new international retail brand called Card Culture by Lewis Hamilton. The project marks a major push to expand trading card culture beyond North America and into new global markets.
The initiative will see a network of Lewis Hamilton-branded trading card stores opening outside the United States, starting with Germany in June 2026. According to early planning, further expansion is expected across the United Kingdom, Australia, and key cities in the Middle East and Asia over the next five years, reflecting the rapid global growth of sports collectibles and hobby culture.
Speaking in an interview with The Athletic, Lewis Hamilton explained that his motivation comes from a clear gap in the global market. He stated that while the United States already has more than a thousand dedicated trading card stores, the rest of the world remains significantly underserved. He explained that his goal is to create more than just retail spaces, but community-driven hubs where collectors, children, and fans can experience the excitement of opening packs and sharing the hobby together.
The seven-time world champion also emphasised that the project is designed to build a cultural experience around collecting, rather than a simple commercial store model. He said he wanted to identify the right partners to help bring that vision to life and create what he described as a “home for collectors” on an international scale.
The announcement comes at a time when the trading card industry is experiencing renewed global momentum. The sector has recently attracted high-profile involvement from major sports figures, including NFL legend Tom Brady, who acquired a 50 percent stake in the CardVault chain in the United States, which was subsequently rebranded as CardVault by Tom Brady and expanded to multiple retail locations.
Lewis Hamilton acknowledged Tom Brady’s involvement in the industry, noting that he knows the former NFL quarterback personally. However, he clarified that there had been no direct discussion between them regarding their respective ventures in the trading card space.
Instead, the Ferrari driver confirmed that he had consulted Fanatics CEO Michael Rubin while developing his own concept. Lewis Hamilton was also present at the opening of Fanatics’ flagship collectibles store in London, an event that highlighted the growing popularity of trading cards in markets where the hobby was previously far less established. He later discussed the business in more detail during meetings in Los Angeles.
According to Dave & Adam’s Card World CEO Adam Martin, the collaboration began after Fanatics leadership contacted him with the idea of expanding the successful CardVault model internationally, similar to what had been done with Tom Brady in the United States. After being asked whether he would be interested in partnering with Lewis Hamilton, Martin confirmed that he immediately agreed, describing it as a natural fit for global expansion.
Lewis Hamilton also described his first meeting with Adam Martin, explaining that the conversation felt personal and nostalgic, as both share a lifelong passion for collecting. He noted that Martin even continues to advise him on potential purchases and collectibles, highlighting the collaborative nature of the project.
In recent months, Lewis Hamilton has become increasingly active in the trading card market as a collector himself. He has reportedly purchased cards internationally, including large volumes of Pokémon cards in Japan, which he later mentioned in conversation and on social media. According to Adam Martin, Lewis Hamilton’s enthusiasm for the hobby is genuine and deeply personal.
When discussing his own collection, Lewis Hamilton revealed that he owns approximately five hundred valuable Pokémon cards, along with a sealed Neo Destiny box from 2002 that has never been opened. He identified Raichu as one of his favourite Pokémon characters and also expressed strong interest in expanding his collection into other major franchises.
Beyond Pokémon, Lewis Hamilton confirmed his passion for Star Wars and said he is currently building a LEGO Millennium Falcon. He also revealed a personal connection to Star Wars creator George Lucas, describing him as a close friend and someone he frequently speaks to in order to better understand the universe and its creative foundations.
Lewis Hamilton has also expanded his collecting focus into American sports cards, including iconic names like Mickey Mantle, Michael Jordan, Tom Brady, and Shohei Ohtani. He stated that he is actively searching for the right examples to add to his collection, while continuing to learn about the market through specialist group discussions and daily communication with collectors.
According to Adam Martin, the Briton’s passion sets him apart from typical celebrity investors in the hobby, as he is deeply involved in collecting rather than treating it purely as a business opportunity. Martin added that this authenticity is expected to play a key role in the success of the global Card Culture stores.
Looking ahead, Lewis Hamilton’s long-term ambition is to build a modern retail and community concept that blends competition, culture, and collector engagement. The goal is to address the strong global demand for trading cards by creating dedicated physical spaces outside the United States, where the hobby is still developing at scale.
Expansion discussions have also included potential future locations in the Middle East, particularly the United Arab Emirates and Saudi Arabia, with cities like Dubai and Abu Dhabi seen as strategically important due to their rapidly growing interest in luxury collectibles and sports culture. While some expansion plans are currently on hold due to external conditions, the region remains a long-term priority for the project.
With the first Card Culture by Lewis Hamilton store expected to open in Frankfurt, Germany, the seven-time F1 world champion has already outlined an ambitious global vision. He stated that his objective is to build a modern network of stores that serve as true community hubs for collectors worldwide, addressing what he sees as a major gap in the international trading card market outside the United States.
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