Nestled in a shopping center off of Lanier Island Parkway in Buford, is the perfect mash-up of brains vs. brawn paraphernalia this issue has ever seen. The Sports Shack is the home of sports memorabilia, famed sports cards as well as Pokémon and Funko Pop. Nerds and sports fans are collectors alike!
What started as a hobby of sports memorabilia, turned into online wholesale and now a memorabilia company partnering with the biggest names in sports. After 5 years, Joey Cruz and Aaron Herrera opened up their brick-and-mortar shop back in 2022.
Joey and Aaron have created the business of their dreams and the shack has morphed into exactly what they envisioned. Part sports memorabilia. Part sports cards. Part man cave. Part hang out spot. Saturdays are a whirlwind of activity with a variety of customers walking through the doors all seeking a different experience. “We have TVs up with at least three different football games on at one time, with two couches and sodas for anyone not wanting to miss the game day action. We also have Pokemon league on Saturdays which brings in various people from all over the area to play,” shared Cruz.
Joey’s love of cards started at a young age, fueled by idol Uncle Bob who gifted him packs of cards during his visits every summer. Growing up in North Carolina in the 90s, he was a diehard UNC and Chicago Bulls until MJ retired, then he shifted his attention to the Charlotte Hornets. His adolescent fingers opening packs of basketball, baseball and football cards brought him all the excitement and wonder similar to a Christmas morning discovering a precious treasure inside.
“Our customers are from all walks of life, careers and ages but I definitely smile inside and out when I see a young kid with the knowledge and the passion for cards. It reminds me of a younger version of me,” said Cruz.
They host 8 Pokémon League events every month (Wednesdays and Saturdays) along with “go live” broadcasts on Facebook and Whatnot featuring their current selections. They alternate from Pokemon to Sports. Stay tuned for autograph signings in the future and a video podcast with info on the card market and Pokémon as well as sports figure special guest interviews.
As for the experience, Cruz puts customer service and human interaction at the forefront. He shared that, “My entire goal in everything, life, sports, marriage, friendship, etc is all the same…Treat everyone you meet as good as possible to make sure every interaction you have is as uplifting as possible. To be genuine and pure with my intentions. And to be better than I was yesterday.”