Michael Jordan vs. Monet: The Rise of Democratic Collecting

Millenials and Gen Z have turned trading cards and comics into the new art market

December 22nd 2025 | 4 min read

There is something deliciously American about the idea that your retirement plan could be stuffed in a shoebox. King of Collectibles host Ken Goldin recently told CNBC that the once‑niche world of trading cards and sports memorabilia has become an “accepted alternative asset” for serious investors. He recalled, for example, that every time the same Honus Wagner card has reappeared at auction, it has sold for more than the previous time, an unbroken record that no other asset class can match. The best of the best keeps rising, while mass‑produced “junk wax” languishes. Scarcity, narrative and cultural connection matter more than ever.

That ethos resonates with a cohort of over‑educated, under‑paid millennials who grew up worshipping Michael Jordan more than Monet. They might not be able to afford a Basquiat, but they can bid on a pair of game‑worn sneakers or a first‑edition X‑Men comic. In a world where student loans feel like indentured servitude, amassing a portfolio of tangible, culturally resonant assets feels both rational and rebellious. Sports cards, sneakers, vintage toys and comic books have become a populist counterbalance to the crusty art market.

The Boom Beyond Fine Art

Traditional fine art sales (~$60 billion in 2024) remain a rarefied playground. The blue‑chip, top end is shrinking while mass-market activity climbs. Christie’s and Sotheby’s have responded by leaning into luxury goods, sneakers and handbags to attract younger buyers.

Meanwhile, the collectibles economy dwarfs the art market (~$300 billion in 2024 sales), and while art and antiques still hold the biggest share (~30%), the fastest growth is in vintage toys and action figures.

Sports memorabilia sits at the vanguard of this boom. Some analysts forecasted that the global sports memorabilia and trading card industry (~ $30 billion in 2024 sales) will explode, compounding 22.1% annually over the next decade or so (reaching ~$270 billion by the 2030s). Trading cards alone are set to jump from ~$15 to ~$50 billion over that same period.

Likewise, the comic book market has similarly outgrown its geek‑only image. Analysts forecast the current global comic‑books market (~$13 billion in 2024 sales) could exceed $20 billion by the 2030s, reflecting a 6.5% CAGR.

In sports and comics, scarcity and provenance are everything. Social media and e‑commerce platforms like eBay and Fanatics have brought millions of sellers and buyers together, democratizing access and fueling new categories. The sector benefits from the blockbuster success of superhero films, streaming series and digital platforms like ComiXology and Webtoon. Manga and webcomics are drawing global audiences beyond North America. Modern, limited prints, variant covers and graded copies of key issues have created a robust secondary market.

Pokémon Returns and Alternative Asset Classes

It isn’t just sports fans and comic nerds cashing in. Pokémon cards have delivered extraordinary returns. For example, The Wall Street Journal reported some Pokémon cards have gained over 3,000% since 2004, far exceeding the S&P 500. Influencers like Logan Paul have paid six‑figure sums for perfect‑grade Charizards. This phenomenon illustrates how pop‑culture collectibles, anime cards, vintage sneakers, even VHS tapes, unction as alternative assets for a generation locked out of traditional real estate.

Generational interest in collectibles
Global, 2024 Survey

Source: Grand View Research

Why the Overeducated and Underpaid Love Collectibles

Millennials and Gen Z are becoming the most active collectors. For example, a 2024 global survey found 94% of Gen Z and millennials expressed interest in collectibles, compared with 80% of Gen X and only 55% of the Silent Generation. Additionally, eBay’s State of Collectibles report showed more than half of Australian adults aged 18–34 identify as active collectors. Auction houses confirm the shift: millennials and Gen Z accounted for roughly a quarter to a third of bidders at major houses in 2024, double their share five years ago.

Why this fervor? Consider the economic realities.

· Millennials entered the workforce during the Great Recession, shouldered record student‑loan debts and then endured the pandemic.

· With housing prices out of reach, many turn to alternative investments that fit within a modest budget. A sealed pack of Pokémon cards might cost a day’s lunch stipend; an Otani rookie card could be a down payment for a used car.

· Collectibles offer psychological dividends: nostalgia, identity and a tangible connection to heroes.

There is also the allure of democratization. Unlike blue‑chip art, where you might need a private advisor and $10 million, collectibles live in the same cultural universe as streaming services, TikTok and Comic‑Con. They are accessible through online marketplaces with entry points under $100. Entry‑level price points below $100 for coins, LEGO sets, sneakers and toys serve as the primary access channel. The barrier to entry is low, the cultural payoff high.

The culture war: Michael Jordan vs. Monet

The generational divide is not just economic; it is aesthetic. Millennials grew up in a media environment saturated with Marvel movies, NBA highlights and Pokémon episodes. They are more likely to revere Kobe Bryant or Shohei Ohtani than Renoir. At auction, jerseys and sneakers worn by current megastars command millions; Michael Jordan’s game‑worn jersey sold for $10.1 million. Babe Ruth’s 1932 World Series jersey fetched $24 million. Meanwhile, the entire global art market is smaller than the collectibles market, and high‑end impressionist sales are shrinking.

This shift reflects a broader embrace of American popular culture. The new tastemakers are wearing hoodies instead of silk scarves. They collect things that speak to their lived experience: Michael Jordan dunking from the free‑throw line, Luke Skywalker staring at twin suns, the first Pokémon card they ever pulled from a pack. They do not need to be rich to have taste. The modern collector is no less sophisticated than the old‑money patron; he or she simply values a different canon.

Where This Is Heading

The next decade promises further blurring of high and low culture. As baby boomers pass down wealth, millennials and Gen Z will inherit trillions and they will spend some of it on sneakers and comics.

Collecting is both an investment strategy and a form of cultural participation. It allows people to reclaim agency in a rigged economy, to own something meaningful without needing a trust fund.

The age of the Rembrandt has yielded to the era of the Pikachu.

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