For decades, a trip to Lids meant one of two things: grabbing a fresh, on-field fitted hat or getting your favorite team's logo embroidered onto a snapback.
Tuesday night at the Nike House of Innovation in Manhattan, Upper Deck delivered what the company previously described as one of the biggest announcements in its 38-year history.
When the doors open at the Javits Center for Fanatics Fest NYC this month, attendees will flock to see three of the most significant pieces of cardboard in existence: a 1952 Topps Mickey Mantle, a 10/10 flawless 1979 Topps Wayne Gretzky rookie, and the fabled 1909-11 T206 Honus Wagner.
As live shopping and breaking dominate the sports card industry, Fanatics Collect is carving out a space where the only thing being offered is pure content.