{"id":608828,"date":"2026-04-16T21:34:10","date_gmt":"2026-04-16T21:34:10","guid":{"rendered":"https:\/\/www.newsbeep.com\/ca\/608828\/"},"modified":"2026-04-16T21:34:10","modified_gmt":"2026-04-16T21:34:10","slug":"f1-legend-teams-with-dave-adams-ceo-to-launch-card-culture-by-lewis-hamilton","status":"publish","type":"post","link":"https:\/\/www.newsbeep.com\/ca\/608828\/","title":{"rendered":"F1 Legend Teams With Dave & Adam\u2019s CEO to Launch Card Culture by Lewis Hamilton"},"content":{"rendered":"

Seven-time Formula One world champion and Ferrari driver Lewis Hamilton<\/a> has spent his career rewriting record books\u2014105 Grand Prix wins, 104 pole positions, and more than 200 podium finishes.<\/p>\n

Adam Martin has built his own kind of dominance in a different arena, growing Dave & Adam\u2019s Card World<\/a> from a small Buffalo card shop into one of the largest sports card and memorabilia businesses in the world.<\/p>\n

Now, the two are teaming up.<\/p>\n

Hamilton is entering the global trading card market with the launch of Card Culture by Lewis Hamilton<\/a>, a joint venture with Dave & Adam\u2019s aimed at building a premium retail footprint across Europe, the Middle East, and Asia. The first store is set to open in Frankfurt in 2026, with additional locations planned in London, Sydney, and beyond.<\/p>\n

Between them, Hamilton and Martin have spent decades at the top of their respective fields\u2014Hamilton as one of the most dominant drivers in Formula One history, and Martin as a key architect of the modern hobby economy\u2014making this less a celebrity side project and more a strategic move built on scale and execution.<\/p>\n

Building Around Culture<\/p>\n

For Hamilton, the venture starts with something personal.<\/p>\n

\u201cI remember being in school and the excitement of opening up packs of cards\u2014growing up in England it was mostly football\u2014and then trading them with friends,\u201d Hamilton said. \u201cIt was a small community, but we were connected through our love of sport and cards.\u201d<\/p>\n

That experience shaped both the name and vision for the business. Through his friendship with Michael Rubin, Hamilton has had a front-row seat to the hobby\u2019s rapid growth<\/a>\u2014and saw an opportunity to bring that energy to new markets.<\/p>\n

.@F1<\/a> is BACK! \ud83c\udfce<\/p>\n

Best of luck to #Broncos<\/a> Owner @LewisHamilton<\/a> as he returns to the grid! pic.twitter.com\/cB7v0KzRkS<\/a><\/p>\n

\u2014 Denver Broncos (@Broncos) March 6, 2026<\/a><\/p>\n

\u201cIncluding \u2018Culture\u2019 in the name was my idea\u2014it reflects a community of passionate collectors from all walks of life connected by the hobby,\u201d he said.<\/p>\n

When Hamilton met Martin, the partnership clicked immediately.<\/p>\n

\u201cI\u2019m very connected to my inner child,\u201d Hamilton said. \u201cWhen I met Adam and saw the way he lit up talking about cards, I felt that same excitement\u2014and knew we could create something special together.\u201d<\/p>\n

A Global Opportunity<\/p>\n

Both Hamilton and Martin see significant room for growth outside the United States.<\/p>\n

\u201cI was in Tokyo a few weeks ago and was amazed by the buzz\u2014these stores were packed,\u201d Hamilton said. \u201cIt really showed me how big this opportunity can be globally.\u201d<\/p>\n

That belief had already taken shape in London, where Hamilton helped open Fanatics Collectibles\u2019<\/a> flagship store on Regent Street alongside Rubin\u2014an early signal of the hobby\u2019s international momentum.<\/p>\n

For Martin, that demand aligns with decades of building retail and distribution infrastructure.<\/p>\n

\u201cWorking with Lewis, his passion for collecting is real and his vision is huge. Together, we\u2019re building something that can set a new standard for retail card culture globally,\u201d Martin said. \u201cHe\u2019s also a big fan of Arsenal and Star Wars\u2014and as part owner of the Denver Broncos, he\u2019s taken an interest in John Elway<\/a>\u2014so it\u2019s been fun to see him grow his collection and get involved on a personal level.\u201d<\/p>\n

More Than Just Cards<\/p>\n

At its core, Card Culture is about more than retail.<\/p>\n

\u201cAs a child, I could only dream of meeting the sports stars I looked up to, like Michael Jordan,\u201d Hamilton said. \u201cBut having something you can hold that\u2019s connected to them brings you closer.\u201d<\/p>\n

That idea\u2014connection through ownership\u2014is central to the concept. \u201cI look at it as building a modern card store that mixes community, culture, and competition,\u201d Hamilton said.<\/p>\n

\"Bringing<\/p>\n

Bringing new collectors into the hobby\u2014especially kids\u2014will be a focus of Card Culture by Lewis Hamilton. | https:\/\/www.dacardworld.com\/<\/p>\n

Martin shares that philosophy. \u201cI\u2019ll bring a box of cards to Disneyland and pass them out to kids just to see the joy of opening packs,\u201d he said. \u201cWe want to bring that same energy into our stores.\u201d<\/p>\n

That includes pack-opening events, in-store experiences, and educational initiatives designed to bring new collectors\u2014especially younger ones\u2014into the hobby.<\/p>\n

Scaling With Intention<\/p>\n

If Hamilton brings vision and global reach, Martin brings the infrastructure to execute.<\/p>\n

\u201cWe see a real opportunity to build something premium across Europe and beyond, and to create a consistent experience for collectors in emerging markets,\u201d Martin said. \u201cWhen we opened our first international store in the Netherlands in 2022\u2014in a town of just 50,000\u2014we were introducing many to the hobby for the first time. Now we\u2019re seeing 200 people show up for trade nights, which we don\u2019t often see even in New York.\u201d<\/p>\n

That kind of growth doesn\u2019t come without challenges.<\/p>\n

\u201cFrom local laws and permits to hiring staff who can educate new collectors\u2014it\u2019s not easy, but it\u2019s critical to success,\u201d Martin said.<\/p>\n

A Bright Future for the Global Hobby<\/p>\n

Hamilton, meanwhile, is focused on building a business grounded in broader values, including accessibility and sustainability\u2014ensuring the next generation of collectors can find their way into the hobby.<\/p>\n

\u201cPartnering with Adam and the team was the right way to enter the space,\u201d Hamilton said. \u201cThey have the expertise, scale, and a clear plan to build something premium that fans can experience globally.\u201d<\/p>\n

Together, the venture pairs one of the world\u2019s most recognizable athletes with one of the hobby\u2019s most experienced operators\u2014positioned to tap into a rapidly expanding global market.<\/p>\n

Don\u2019t ever forget your power. Don\u2019t ever forget your purpose. Don\u2019t ever forget that I\u2019m rooting for you. pic.twitter.com\/yKHdD3BUPa<\/a><\/p>\n

\u2014 Lewis Hamilton (@LewisHamilton) October 14, 2022<\/a><\/p>\n

Looking ahead, Martin sees a clear path forward. \u201cFive years from now, we hope to have around 20 stores worldwide, helping change the face of collecting in those regions,\u201d he said.<\/p>\n

And if Hamilton collects anything like he drives, his personal collection could be something to behold\u2014so don\u2019t be surprised if those Darth Vader cards start to carry a little more weight.<\/p>\n

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