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Trading cards, sports memorabilia, and a quarterback legend—those three things now have a new home in East Hampton, thanks to Tom Brady’s latest off-the-field move.

On a rainy Thursday ahead of Memorial Day weekend, Brady stood under gray skies, greeting fans and slinging footballs and card packs into a street lined with collectors and locals. They weren’t just there to see a seven-time Super Bowl champion. They came to witness the ribbon-cutting of CardVault by Tom Brady, a sleek new sports card and memorabilia store planted in the heart of New York’s upscale East End.

“East Hampton, how we doing?” Brady called out to the crowd. “We wanted to bring the greatest hobby shop in America right here for you guys.”

And it wasn’t just for show. Brady, now a 50% partner in CardVault, was all in—throwing passes, tossing packs, chatting with fans, and even posing behind the cash register with Patriots owner Robert Kraft, one of the first to step inside the brand-new store.

Inside the white brick storefront, guests were treated to a curated showroom of high-end and entry-level trading cards: everything from affordable Pokémon packs to six-figure sports grails. A massive steel vault door guards the premium room, filled with autographed memorabilia and a private trading lounge—a nod to the brand’s commitment to building both a marketplace and a community hub.

“It’s for everyone,” said CardVault co-founder Chris Costa. “We’re here for first-time collectors and seasoned pros alike. Whether you’re chasing your first pack or your next one-of-one Brady, this place has a little magic for every collector.”

The shop is more than just a flashy pitstop in the Hamptons. It's part of a growing network of CardVault locations—spanning Boston, Foxborough, New Jersey, and Connecticut—that tie the collecting experience directly to the energy of arenas and stadiums. This marks the brand’s first lifestyle location in a residential setting, and Brady’s enthusiasm shows no signs of slowing down.

“This isn’t just business for Tom,” Costa said. “He’s not a spokesperson, he’s a partner. He’s texting us ideas constantly. He wants to be in the stores, meeting customers, making sure it’s done right. He’s deeply invested in this space.”

The East Hampton shop couldn’t have opened at a better time. Summer crowds are just starting to arrive in the Hamptons, bringing the kind of foot traffic that luxury retail and collectible culture thrive on. For Brady, who credits his own childhood hobby shop for sparking his love of collecting, this location is personal.

“It’s special to bring this to a town like East Hampton,” Brady said. “These small shops really shape the passion behind the hobby.”

Of course, being in Eli Manning’s old stomping grounds raised a few eyebrows. Manning, who famously bested Brady twice in the Super Bowl and owns a home in the area, might be surprised to know his jerseys and helmets are stocked right alongside Brady’s in the store.

“Yeah, we’ve got Eli gear too,” Costa admitted with a laugh. “It’s all love. The hobby brings everyone together.”

Whether you're a kid ripping your first pack or a seasoned investor eyeing a vintage Mantle, CardVault by Tom Brady is staking its claim not just as a retail store, but as a destination — a place where collecting is celebrated, stories are shared, and legends, both on cardboard and in real life, come to life.