In a move that blends hip-hop media culture with the fast-growing sports card industry, Fanatics Collect and Complex have launched a brand-new video series called “Card Shopping” — and they’re kicking it off with an icon: Tom Brady.
The show takes cues from Complex’s wildly successful “Sneaker Shopping” series and reimagines it for the hobby space. It’s an ambitious swing aimed at bringing sports cards into mainstream entertainment — and the execution? Surprisingly authentic.
This might be the most culturally impactful media play the trading card hobby has seen in years.
What Is "Card Shopping"?
“Card Shopping” is a digital video series where athletes, celebrities, and cultural figures sit down with hosts from Fanatics and Complex to:
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Talk about their collecting roots
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Share stories behind their favorite sports cards
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Interact with rare memorabilia and slabs
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Explore their personal connection to the hobby
Each episode features a curated “shop” or mobile display of valuable and culturally relevant cards — with participants sharing commentary and personal nostalgia. Think: barbershop-meets-breakroom, but with slabs and sealed wax instead of haircuts or kicks.
The first episode dropped on May 12, 2025, starring 7-time Super Bowl champion Tom Brady, who walked viewers through his own collection while highlighting his appreciation for vintage sports cards and iconic moments.
Episode 1 Highlights: Tom Brady Gets Sentimental
In the premiere, Brady comes across as thoughtful, humble, and legitimately passionate about the hobby. Some standout moments include:
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His admiration for a Joe Montana rookie card, whom he calls his childhood hero.
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Stories about his rookie year and how his own cards have evolved over the decades.
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A shoutout to his 2000 Bowman Chrome RC, one of the most iconic football cards of all time.
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Reflections on how cards are a time capsule for sports fans and families alike.
Fanatics curated a selection of cards and memorabilia relevant to Brady’s life and career, including signed pieces, 1/1s, and vintage legends from the 1980s and ‘90s.
The vibe? Genuine nostalgia mixed with cultural relevance — and it works.
Why This Series Matters for the Hobby
This isn’t just a media crossover — it’s Fanatics’ vision for the hobby in motion. Here’s why “Card Shopping” is a big deal:
1. Mass Exposure Beyond the Hobby
Complex is one of the most influential pop culture media brands, with millions of followers across platforms. Their YouTube channel alone has over 6 million subscribers — meaning this series has the power to introduce sports cards to people who’ve never set foot in a hobby shop.
2. A Crossover Moment for Culture & Collecting
This show puts trading cards in the same cultural lane as sneakers, streetwear, and rap. It elevates the hobby from a niche to a lifestyle — and that could be massive for growth and engagement, especially among Gen Z and younger millennials.
3. Fanatics' Long-Term Strategy
Fanatics isn’t just selling cardboard. They're building an ecosystem:
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Fanatics Live (streaming breaks)
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Fanatics Collect (marketplace)
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Topps (card production)
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Athletes as content creators
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Now: Mainstream video content with celebrities
“Card Shopping” aligns perfectly with their goal to make collecting cultural currency.
Hobby Impact: What Comes Next?
Early feedback from hobbyists, influencers, and general fans has been overwhelmingly positive. Comments on YouTube and Reddit highlight:
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Appreciation for the respectful tone
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Excitement over future guests
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Nostalgia mixed with humor
Potential upcoming guests (unconfirmed) include:
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Travis Kelce
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Jalen Hurts
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Kevin Durant
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Victor Wembanyama
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A-list rappers and entertainers who collect
This is just the beginning — and you can bet the secondary market will spike for any cards featured during the show.
Collectors' Angle: How to Use This for Strategy
Here’s how savvy collectors might capitalize:
Track featured cards: Prices of Brady cards (especially 2000 Bowman Chrome, Contenders RCs, and rare inserts) are already seeing a bump.
Monitor eBay traffic: Search Tom Brady Rookie Cards on eBay
Follow new episodes closely: Each guest’s featured cards may become “hot list” material for a week or two.
Use the social buzz: If you're a breaker or seller, leverage content tied to the show for Instagram reels, TikToks, or your live stream pitch.
Final Thoughts
The “Card Shopping” series is more than just a show — it’s a signal. It shows that the hobby has grown beyond basements and local shows. It's now a part of pop culture, endorsed by GOATs and presented by brands with global reach.
If this continues to build momentum, it could usher in a new era for collecting — one where hobbyists, celebrities, and culture-makers converge.
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