Upper Deck has revisited its iconic 1992 marketing stunt involving Michael Jordan, using the revived campaign to highlight a renewed partnership with the basketball legend. The infamous 'Trade Jordan' billboard, a clever ploy that once captured national attention, is being reintroduced in a new video campaign as Jordan signs an extension with the brand.
The Original 1992 Stunt
In 1992, Upper Deck created a stir by erecting a plain white billboard in Chicago with the simple words “Trade Jordan.” This sparked immediate media frenzy, questioning whether the Chicago Bulls would trade their star player, fresh off leading the team to consecutive championships. Ultimately, it was a clever ruse to announce Upper Deck's exclusive licensing agreement for trading cards, replacing the initial billboard with images of Jordan.
New Campaign and Legacy Partnership
The new campaign, tagged “You Don’t Trade Greatness, You Keep it for a Lifetime,” underscores the lasting relationship between Upper Deck and Michael Jordan. As part of this partnership, Jordan is designated as a “Legacy Partner,” granting him greater influence over collectible production and efforts to combat forgery in the autograph market.
“I’m proud to be Upper Deck’s first Legacy Partner,” said Jordan. “For more than 30 years, this partnership has been about creating something different — cards and memorabilia collectors can’t find anywhere else.”
Upcoming Collectibles and Anti-Forgery Efforts
Upper Deck President Jason Masherah emphasized the significance of Jordan's role, stating, “He is a key spokesman and a key part of the Upper Deck legacy.” The company plans to release signed sealed packs of 1986-87 Fleer basketball cards, numbered to 23, and auction a sealed box of 1986-87 Fleer on eBay. Proceeds will benefit the Boys & Girls Clubs of America.
Masherah also highlighted efforts to protect collectors from counterfeit goods, noting, “Part of our job is creating new products and ensuring we work with Michael and his team to tackle counterfeiters.”
Future Prospects and Legacy Partner Expansion
While the campaign underscores the evolving nature of fame, with athletes like Jordan representing global celebrity, Upper Deck continues to explore partnerships with other sports icons. The company’s portfolio includes athletes like Tiger Woods, Wayne Gretzky, and Alex Morgan. Masherah hinted at the potential for more Legacy Partners, saying, “There are a couple of other candidates in our stable of athletes who want to become more involved, but we’re not there yet.”
Upper Deck’s dedication to elevating its exclusive athletes aligns with its slogan, “Collect the Best,” as it seeks new opportunities with rising stars such as Skye Brown, anticipated to shine in the 2028 Olympics.
Source: https://www.hollywoodreporter.com/news/general-news/upper-deck-michael-jordan-marketing-stunt-1992-1236640921/
