Iconic NFL quarterback and self-proclaimed lover of all things collectible, Tom Brady, has officially traded his playbook for a checklist—of trading cards, that is. Making waves far beyond the gridiron, Brady has launched an upscale trading card store in the famously elite East Hampton community of New York. This isn’t just any store; this is CardVault by Tom Brady, a space where collecting isn’t just a hobby but a lifestyle.
In spite of the moody, drizzling weather, throngs of fans flooded the streets, blurring the lines between devotees of the sport and enthusiasts of memorabilia, all eagerly anticipating the grand reveal. Brady, in his ever-charismatic manner, delivered on the aura of excitement. Not only did he participate in the ceremonial ribbon-cutting, but he also treated the crowd to a flurry of footballs and sealed card packs, much like a touchdown-pass-turned-giveaway. Posing for photos with his signature smile, he made it clear that fan engagement was just as important here as on the field.
Addressing the crowd with undeniable passion, Brady said, “We had a vision to bring the best hobby shop in the country right here to East Hampton. This place means a lot to me.” The shop flaunts a sleek, white brick façade with Brady’s name emblazoned on it—an unmistakable mark of quality and perhaps a gentle reminder of his popularity.
Draped in luxury from floor to ceiling, the store is an homage to collectors of all stripes, from Pokémon enthusiasts to seekers of ultra-rare sports collectibles that might as well cost as much as Super Bowl tickets. But the highlight of this treasure trove is concealed behind a signature vault door, leading visitors into an exclusive paradise brimming with autographed memorabilia and a snug, private lounge for trading tales and treasures alike.
New England Patriots owner Robert Kraft perhaps won the “first official walk-in” prize, with Fanatics CEO Michael Rubin tagged closely behind. Their presence underscored the deep-rooted ties between Brady’s venture and the who’s-who of the sports memorabilia domain.
Brady’s foray into the realm of trading cards isn’t some celebrity fad. Earlier in the year, the quarterback diversified his playbook by acquiring a 50% stake in CardVault, which has already erected its fortresses of fandom near major sports venues in prestigious locations such as Boston, Foxborough, New Jersey, and Connecticut. The new East Hampton branch, however, isn’t aimed at capitalizing on sports hustles, but rather in creating a sophisticated lifestyle storefront in a zone more renowned for sumptuous seaside residences and lavish dining experiences.
“This store is different,” voiced CardVault co-founder Chris Costa with palpable pride. “It’s not just for the hardcore collector. It’s for anyone who’s ever loved sports or collecting. We wanted to create an environment where someone can walk in and rediscover the excitement of the hobby.” Costa further added that Brady isn’t simply a figurehead—his fingerprints are practically all over the enterprise. “Tom’s texting, emailing, checking in constantly. He’s hands-on, creative, and cares deeply about what we’re building.”
Stocked within its alluring walls are sporting goods that span the entire imagined arena of past and present athletic superstars—even that of Brady’s longtime nemesis. “We even stock Eli Manning gear,” Costa quipped, alluding to the ex-Giants quarterback who has made East Hampton a seasonal nest and famously triumphed over Brady’s Patriots not once, but twice in Super Bowl clashes.
Brady envisions the store as a catalyst for gathering and connection, emerging seamlessly in a community as vibrant and compelling as the landscape itself. “Collecting brings people together. It’s fun, it’s personal, and it builds community,” he mused. “And this town? It’s a perfect place for that.”
With summer paving the golden sands of the Hamptons, CardVault by Tom Brady is poised as more than just another stop; it promises to be a must-visit landmark, drawing not only avid card collectors but also those seeking a glimpse into one of the most passionate communities within sports culture. And standing at the helm, with his trademark combination of charisma and commitment, Brady makes it crystal clear that this endeavor isn’t merely a side gig—it’s a vibrant and genuine element of his post-football chapter.
