The surge is part of a larger trend that’s seen sports cards evolve from hobby shop treasures to serious investment vehicles. A PSA 10 Wembanyama Prizm Silver, which sold for around $2,000 in early 2024, is now trading near $4,000 across platforms like Goldin and eBay. And rare parallels or low-population inserts are commanding multiples beyond that.

“Rookie cards are the ultimate momentum market,” said Jesse Craig, VP of Sales at PWCC, in a panel during the 2025 Mint Collective. “The right playoff moment can add five figures in a single night.”

At WAX Collect, we’ve seen a 62% spike in sports card entries over the past six months — driven not just by headline players, but also by collectors seeking to digitize, insure, and track their entire inventory in real time. This includes both active flippers and long-term investors looking to centralize their slabs.

One Vaulted Voice, a WAX user and former college athlete, shared: “I don’t just collect for nostalgia anymore. I’m tracking PSA pops, auction comps weekly.”

Platforms like Alt, CardLadder, and eBay Vault have also made real-time valuations and storage more accessible. This transparency has empowered both casual and pro-level collectors to make faster decisions and pursue arbitrage across marketplaces.

Interestingly, it’s not just new rookies fueling the growth. Vintage cards — including Jordan, Kobe, and even Bill Russell — saw a correlated bump, with Heritage Auctions reporting a 23% increase in vintage basketball sales over Q1 and Q2 combined.

Insurance providers, once wary of the volatility in trading cards, are adapting. WAX Collect’s underwriting data shows a 38% increase in policy endorsements for cards valued over $10,000 — many of which are tied to just a few high-profile players.

The cautionary note? Prices are as dynamic as the athletes themselves. A season-ending injury or dip in performance can quickly cool the heat — but even that volatility is part of the appeal.

For collectors managing both emotion and equity, the 2025 NBA season proved what many already suspected: The court isn’t the only place where rookie potential can become legendary value.