Seven-time world champion Lewis Hamilton is expanding into the collectibles business with a new international retail venture, partnering with Dave & Adam’s Card World to launch “Card Culture by Lewis Hamilton.”
The project will roll out physical trading card stores under Hamilton’s name, starting in Germany in June 2026, with further expansion planned across the UK, Australia, the Middle East and parts of Asia over the next five years.
The concept is positioned as more than a retail chain, aiming to create community-driven spaces for collectors, gamers and young fans, reflecting the rapid global growth of the trading card and collectibles market.
Hamilton, already involved in the hobby as a collector, said the initiative is designed to address a gap outside North America, where trading card store density remains significantly lower despite rising demand.
The venture draws parallels with similar athlete-led investments in the sector, including former NFL quarterback Tom Brady’s stake in CardVault, highlighting a broader trend of elite athletes entering the collectibles economy.
Supported by Fanatics CEO Michael Rubin’s wider ecosystem in sports merchandising, the project is expected to blend retail, culture and experiential engagement rather than traditional point-of-sale models.
Hamilton’s move signals the continued convergence of sport, fandom and alternative asset culture, as trading cards evolve from niche hobby to global entertainment-driven retail category.