In a nostalgic nod to its past, Upper Deck has revisited a famous marketing stunt involving Michael Jordan from 1992. The company, known for its trading cards, is launching a new campaign that highlights a billboard stunt that originally sparked national interest in Chicago, where it all began.
Upper Deck's 1992 Billboard Stunt
Decades before the rise of viral marketing, Upper Deck executed a memorable campaign by placing a simple white billboard in Chicago that read "Trade Jordan." This bold statement caught the attention of local and national media, stirring conversations around the Chicago Bulls superstar who had recently led his team to back-to-back championships.
The billboard was not a genuine call for a trade; rather, it was a creative way to announce Upper Deck's exclusive licensing agreement for Michael Jordan's trading cards. The stark white billboard was soon replaced with images of the new collectible cards, marking a significant moment in sports marketing history.
New Campaign and Legacy Partnership
Fast forward 35 years, Upper Deck is reviving the billboard concept in a new marketing campaign launched this week. The campaign features the tagline, "You Don’t Trade Greatness, You Keep it for a Lifetime." This initiative coincides with Jordan's continued partnership with Upper Deck, as he has recently been named a Legacy Partner, granting him more oversight on product creation and efforts to combat forgeries.
Jordan expressed his excitement about this partnership, stating, "I’m proud to be Upper Deck’s first Legacy Partner. For more than 30 years, this partnership has been about creating something different – cards and memorabilia collectors can’t find anywhere else. I’m looking forward to what comes next." His long-standing relationship with Upper Deck is considered one of the most enduring in the sports memorabilia industry.
Innovations in Collectibles and Future Opportunities
As part of the new campaign, Upper Deck will introduce signed sealed packs of 1986-87 Fleer basketball cards, limited to 23 packs. Additionally, a sealed box of the same cards will be auctioned on eBay, with a portion of the proceeds benefiting the Boys & Girls Clubs of America.
Jason Masherah, the president of Upper Deck, noted the importance of maintaining elevated status for exclusive sports figures, particularly Michael Jordan. He emphasized the company's commitment to innovation and protection against counterfeit products in the collectibles market.
- New Jordan Chase: Signed sealed packs of 1986-87 Fleer basketball cards, numbered to 23.
- Charity Auction: Sealed box of 1986-87 Fleer on eBay, supporting Boys & Girls Clubs of America.
- Legacy Partner Status: Jordan gains enhanced oversight and a role in combating forgeries.
Upper Deck continues to seek partnerships with other sports legends, hinting at potential future Legacy Partners. Masherah stated, "I think there are a couple other candidates in our stable of athletes that are important pieces and want to become more involved in the day-to-day business, but we’re not there yet." The evolving nature of fame and celebrity in sports makes this a pivotal moment for Upper Deck and its strategy moving forward.
🤖 This article was rewritten by Feed and Figures' editorial AI from a report originally published by Hollywood Reporter. Facts and quotes are preserved from the original; the rewrite focuses on clarity and structure. For the unedited original, see the source link below.
