Lewis Hamilton has turned his long-standing passion for collecting into an ambitious new business venture, with Card Culture by Lewis Hamilton beginning its international retail expansion from Frankfurt. The seven-time Formula 1 world champion and current Ferrari driver has partnered with Adam Martin, CEO of Dave & Adam’s Card World, with plans to build a global network centred on trading cards, memorabilia and collector communities.
The first physical Card Culture by Lewis Hamilton store has opened in the German city of Frankfurt, marking the starting point for the brand’s expansion outside North America. For Hamilton, whose interests away from Formula 1 increasingly extend into business and culture, the venture is designed to be far more than a conventional retail operation.
Lewis Hamilton targets a gap in the global collectibles market
The project has been created in partnership with Adam Martin, CEO of Dave & Adam’s Card World, one of the leading American retailers of trading cards and memorabilia. Hamilton identified what he sees as a major gap in the market: while the United States has more than a thousand specialist stores, the offering across much of the rest of the world remains considerably more limited.
The aim is therefore to create spaces that do not simply sell products, but instead build genuine communities around collecting. Card Culture wants to bring together collectors, players and, in particular, younger fans who are discovering the hobby for the first time.
The partnership developed naturally. Lewis Hamilton described his meeting with Adam Martin as a moment when both recognised the childhood enthusiasm they still share for collecting. Martin contributes operational expertise and business scale, while Hamilton brings a global outlook, international recognition and an authentic interest in the hobby.
That enthusiasm is not merely theoretical. Lewis Hamilton has bought hundreds of Pokémon cards during trips to Japan, demonstrating that collecting has become a genuine personal interest alongside his career with Ferrari and Formula 1.
Lewis Hamilton explains the personal inspiration behind Card Culture
For Hamilton, collecting is closely connected to childhood memories of the excitement of opening packs of cards, particularly football cards while growing up in England, and trading them with friends.
That sense of community inspired the name “Card Culture”, reflecting the idea that collecting can connect people from different backgrounds through a shared love of sport and memorabilia.
The Ferrari driver has also highlighted the importance of making that experience accessible. As a child, he dreamed of meeting sporting heroes such as Michael Jordan, and cards offered a way of feeling closer to those icons.
The project is therefore intended to combine community, culture and competition. Planned activities include pack-opening events, in-store experiences and educational initiatives designed to introduce new collectors to the hobby, with a particular focus on children.
Card Culture plans stores across several international markets
Following Frankfurt, Card Culture by Lewis Hamilton is planning further openings in Australia, the United Kingdom, the Middle East and Asia over the next five years.
The long-term ambition is to reach approximately 20 stores worldwide. The company intends to adapt its premium retail experience to individual markets while dealing with practical challenges including local regulations, permits and staff training.
The venture arrives during a period of strong growth for the global collectibles industry. Lewis Hamilton has already been involved in the opening of the Fanatics Collectibles flagship store in London and has consulted Michael Rubin for strategic advice as he develops his role in the sector.
The approach is deliberately positioned as more than a celebrity endorsement. Card Culture is being built around Hamilton’s genuine interest in collecting and the operational infrastructure provided by Dave & Adam’s Card World.
Inside Lewis Hamilton’s personal card collection
Hamilton is already an active collector across several categories. His Pokémon collection includes around 500 valuable cards, among them a sealed 2002 Neo Destiny box.
He is also a major Star Wars fan and a friend of George Lucas, while his collecting interests are increasingly expanding into American sports cards. Lewis Hamilton is targeting iconic pieces connected with figures such as Mickey Mantle, Michael Jordan, Tom Brady and Shohei Ohtani.
Adam Martin has highlighted that genuine enthusiasm as one of the distinguishing features of the project, with the intention of reflecting Hamilton’s personality and passion in the atmosphere of the stores themselves.
Hamilton wants Card Culture to reach the next generation
Card Culture by Lewis Hamilton ultimately aims to raise the standard of international collectibles retail while making the hobby more accessible, sustainable and focused on the next generation.
By combining Lewis Hamilton’s global profile with Dave & Adam’s operational experience, the business is positioning itself to benefit from the continued expansion of the collecting market. What began as a childhood passion for opening and trading cards is now developing into a wider international project designed around community, culture and the experience of collecting.
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