THE ATHLETIC: Fanatics begins U.K. trading card push with Lewis Hamilton and massive crowd at London store opening

Four hours before Lewis Hamilton and Fanatics CEO Michael Rubin were due to cut the ribbon for Friday’s grand opening of the Fanatics Collectibles London flagship store on Regent Street, over 100 people from the U.K. and Europe were already queuing.

First in line was Nem, an avid F1 collector, who claimed pole position at 3:45 a.m…