Hamilton launches its inaugural flagship store for trading cards.

      "We were united by our passion for sports and cards."

      Lewis Hamilton has launched the inaugural flagship store for his new trading-card enterprise in Frankfurt. 'Card Culture by Lewis Hamilton' is a collaboration between the seven-time world champion's investment firm and Dave and Adam’s Card World, with additional locations planned for Europe, Australia, the Middle East, and Asia. "With Card Culture, I see a significant opportunity to engage with the trading card culture in a way that hasn't been done before," Hamilton stated. The Ferrari driver shared that the inspiration stemmed from his childhood football card collection. "I recall the thrill of opening card packs while at school," he reminisced. "It was a small community, but we were united by our enthusiasm for sports and cards." Hamilton recognizes a substantial gap outside the United States for specialized stores that blend retail with events and a collector community. "There are over a thousand stores in the US, and I believe there are only a small number elsewhere in the world," he said. "I truly wanted to create a space for collectors, players, and children who desire the experience of unboxing packs and being part of a community, rather than just a shop that sells merchandise." Hamilton himself currently possesses around 500 valuable Pokémon cards and is also collecting Formula 1, football, basketball, baseball, and Star Wars memorabilia. "My ambition is to establish a contemporary card store that combines community, culture, and competition," he expressed.