Fanatics Fuels Sports Card Resurgence with Star Power

Jets' Breece Hall and Giants' Jaxson Dart join Fanatics CEO Michael Rubin on tour to energize collectors

Published on Feb. 25, 2026

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The sports card industry, once on life support, is making a strong comeback thanks in large part to Fanatics' $500 million acquisition of Topps in 2022. Fanatics CEO Michael Rubin led a tour of five card shops on Long Island and in New York City, bringing along Jets running back Breece Hall and Giants quarterback Jaxson Dart to energize fans and collectors. Rubin handed out high-priced, limited-edition cards to kids who asked questions, highlighting Fanatics' strategy of using star power and innovative products to revive the hobby.

Why it matters

The sports card industry had been struggling, but Fanatics' purchase of Topps and its focus on athlete engagement and product innovation have helped drive a resurgence in collector interest, especially among younger fans. This reflects Fanatics' broader strategy of creating core memories and experiences for sports fans through collectibles.

The details

Rubin visited five card shops on Long Island and in New York City, bringing along Hall and Dart to interact with fans. At each stop, Rubin handed out high-priced, limited-edition cards from his personal collection to kids who asked questions. This included a box of 'Cactus Jack' cards from the 2026 NBA All-Star Game, which contained a $7,500 Cooper Flagg rookie card. Fanatics has been able to leverage its relationships with athletes and leagues to get top stars involved, generating excitement among collectors.

  • Fanatics acquired Topps in a $500 million deal in 2022.
  • Rubin's tour of card shops took place on Saturday, February 25, 2026.

The players

Michael Rubin

The CEO of Fanatics, the sports merchandise giant that acquired Topps in 2022.

Breece Hall

A running back for the New York Jets who joined Rubin on the tour.

Jaxson Dart

A quarterback for the New York Giants who joined Rubin on the tour.

Christian Ross

A 15-year-old from Manorville, New York who won a $1,500 box of 'Cactus Jack' cards that contained a $7,500 rookie card.

Anthony LiPetri

The owner of Grand Slam Collectables, a card shop that has seen at least 30% year-over-year growth since Fanatics removed the middleman distributor.

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What they’re saying

“There are many kinds of collectors out there, but the best one is the one who is in it for nostalgia.”

— Michael Rubin, CEO, Fanatics (New York Post)

“I really want [my sport card] to say that I am a piece to a championship team. Whether it's here or some place else, I just want to be myself in the right situation.”

— Breece Hall, Running Back, New York Jets (New York Post)

“Hopefully there's an X next to Super Bowl champs.”

— Jaxson Dart (New York Post)

“It was electric walking in here. I definitely appreciate everyone showing up; it was a lot of fun.”

— Jaxson Dart (New York Post)

What’s next

The judge in the case will decide on Tuesday whether or not to allow Walker Reed Quinn out on bail.

The takeaway

Fanatics' strategy of using star power, innovative products, and direct-to-consumer distribution is helping to fuel a resurgence in the sports card collecting hobby, which had been struggling just a decade ago. This reflects the company's broader mission of creating core memories and experiences for sports fans through collectibles.