Introducing NBA Topps NOW — Real-Time NBA Cards

Go Behind the Design of NBA Topps NOW®

Debut Year: 2025

Licensors: NBA

Value Level: Accessible

The NBA is a league built on moments — the buzzer-beaters, the milestones, and the nights when a young star bursts onto the scene. In 2025, those moments are being immortalized like never before with the debut of NBA Topps NOW®, the newest addition to the real-time collectible lineup from Fanatics Collectibles.

NBA Topps NOW® is a real-time NBA trading card program launching in 2025. Cards drop shortly after big moments, feature narrative arena imagery, and sell for a limited window with final print runs based on orders. It’s an accessible on-ramp for new collectors and a fun, moment-driven chase.

Setting the Tone for NBA Topps NOW

“It was critical for us to get Card 1 right to set the tone for the entire program,” said Matt Castoral, Product Manager at Topps. “Not only does this card give a glimpse of things to come, but in 10 years, we want collectors to be able to look back on it as a true piece of Topps history.”

Coming off the heels of an MVP campaign, his franchise’s first championship in OKC, and an incredible opening night, Shai Gilgeous-Alexander was without a doubt the best choice to be Card 1.

“Every moment with him is must-see, and that’s exactly what the NBA Topps NOW program is all about,” Castoral added.

Topps NOW Tip-Off

Following the debut card, NBA Topps NOW® tipped off its first release with special cards commemorating Oklahoma City’s first NBA championship and Kevin Durant’s debut with the Houston Rockets. It’s a fitting tribute to both a franchise reaching its pinnacle and a legend continuing to make history nearly two decades into his career.

According to Castoral, the goal is to capture the essence of the entire season. “As is the case with the Topps NOW brand as a whole, we want NBA Topps NOW to tell the story of the entire NBA season,” he explained. “So, if there’s a major moment or milestone — whether that’s a player’s first big game, a veteran scoring his 15,000th career point, or even a monster dunk that takes social media by storm — you can expect a Topps NOW card of it.”

This focus on narrative-driven collecting has defined the Topps NOW® brand since its inception across other sports, but the NBA version introduces a visual and emotional identity all its own.

“While the overall design will match that of our other 2025 Topps NOW programs, arena imagery is very different from the imagery we use for MLB Topps NOW, MLS Topps NOW, and others,” Castoral said. “This will give NBA Topps NOW a brand-new look and feel that we’re incredibly excited to share with collectors.”

Design remains a cornerstone of any Topps release, and for NBA Topps NOW the team aimed to ensure that every card feels instantly collectible — something worthy of display the moment it’s printed.

“The goal is always to have these cards feel like something you could pull out of a Hobby product,” Castoral said. “While we want these cards to feel undeniably Topps, we also have the opportunity to create moment-specific collectibles that are uniquely their own and really have no equal in the Hobby space.”

In addition to serial-numbered parallels, NBA Topps NOW® will feature on-card autographs and actual game-used memorabilia tied directly to the moments being celebrated. “The latter is incredibly rare in The Hobby space and literally gives collectors the opportunity to own a piece of that moment,” Castoral said.

Trusting the Process

When it comes to the creative process, Castoral kept some details under wraps but emphasized the passion driving the project. “What I can share is that we have a deeply dedicated, highly passionate team of NBA fans ready to pitch, design, and launch cards at a moment’s notice,” he said.

That responsiveness — the ability to transform an unforgettable dunk or record-breaking night into a collectible within hours — is what sets NBA Topps NOW apart. Within the broader Fanatics Collectibles ecosystem, the brand bridges fans directly to the moments that define the game.

“NBA Topps NOW will tell the story of the entire NBA season, giving collectors the opportunity to collect the biggest moments as they happen,” Castoral said. “In this way, the program functions as both the ideal entry point for new collectors, as well as a means to chase some of the biggest moment-specific hits in The Hobby.”

Above the Rim

Looking ahead, Castoral sees unlimited potential. “The sky’s the limit when it comes to real-time collectibles like NBA Topps NOW,” he said. “No other program brings collectors as close to the players, teams, and moments they love, and it’s our mission to continue to innovate and grow the space with each iteration.”

Future developments could include faster launch cycles, expanded relic offerings, and greater global reach, but the mission remains constant: connecting fans to the moments that move them.

“My hope is that fans will feel how truly special these cards are,” Castoral concluded. “Not only is NBA Topps NOW connecting collectors with real moments and milestones, but the limited nature of each release creates lasting desirability and makes each card feel uniquely its own.”

NBA Topps NOW® Collector FAQs

What is NBA Topps NOW?
- NBA Topps NOW is a real-time release that turns notable NBA moments into trading cards during the season. Cards sell in limited windows, with final print runs based on orders.
How do print runs work?
- Most Topps NOW cards use a print-on-demand model: Sales stay open for a short period, and the final print run equals the total orders placed in that window. Some marquee moments may include numbered parallels or autos.
Where can I buy NBA Topps NOW cards?
- Drops are typically available on Topps.com and the Topps app during the sales window. After the window closes, cards print and ship to buyers.
What kinds of moments become cards?
- Milestones, record-breakers, rookie flashes, playoff heroics, and viral highlights are all prime candidates. The program’s narrative focus connects images and captions to the bigger stories of the season.
Are there autographs or relics in NBA Topps NOW?
- From time to time, special drops may include numbered, autograph, or relic variations tied to major moments or events. Availability varies by release.