{"id":3311,"date":"2026-07-09T05:06:29","date_gmt":"2026-07-09T05:06:29","guid":{"rendered":"https:\/\/uspropertymoves.com\/?p=3311"},"modified":"2026-07-09T05:06:29","modified_gmt":"2026-07-09T05:06:29","slug":"why-upper-deck-is-reminiscing-about-a-viral-michael-jordan-marketing-stunt-from-1992","status":"publish","type":"post","link":"https:\/\/uspropertymoves.com\/?p=3311","title":{"rendered":"Why Upper Deck is Reminiscing About a Viral Michael Jordan Marketing Stunt From 1992"},"content":{"rendered":"<div>\n<!-- do not apply CSS styles to this element! --><\/p>\n<div>\n<p>\n\tIn 1992, decades before viral marketing was a thing, Upper Deck pulled off one of the most memorable marketing stunts of all time. The sports card company secretly put up a billboard in Chicago: It was plain white, with only two words: \u201cTrade Jordan.\u201d<\/p>\n<p>Read more <a href=\"https:\/\/uspropertymoves.com\/?p=3309\">CAA Calls Out Meta For Making Its Muse AI Video and Photo Tool Opt-Out<\/a><\/p>\n<p>\n\tThe effort instantly became local news, and then national news. Trade Michael Jordan? The Chicago Bulls superstar who had just led the team to back-to-back championships, earning an MVP award in the process? <\/p>\n<p>\n\tIt was, of course, a ruse. Upper Deck was not trying to persuade the Bulls to trade MJ, rather they were eager to announce something new: An exclusive licensing agreement for trading cards, images of which ultimately replaced that stark white billboard.<\/p>\n<p>\n\t35 years later and Upper Deck is reviving the billboard, featuring it in a new video marketing campaign about, of course, Michael Jordan, who has signed an extension with the brand, continuing the partnership that has lasted decades, even as the sports and media landscape has changed so dramatically.<\/p>\n<p>\n\tThe new campaign\u2019s tagline? \u201cYou Don\u2019t Trade Greatness, You Keep it for a Lifetime.\u201d<\/p>\n<p>\n\tWatch:<\/p>\n<p>\n\tThe collectible brand on Tuesday unveiled its new partnership with Jordan, one that will elevate the NBA legend-turned NASCAR owner a \u201cLegacy Partner,\u201d giving him enhanced oversight of what collectibles get made, and cracking down on forgeries in a market where celebrity and sports autographs are in high demand.<\/p>\n<p>\n\t\u201cI\u2019m proud to be Upper Deck\u2019s first Legacy Partner. For more than 30 years, this partnership has been about creating something different \u2013 cards and memorabilia collectors can\u2019t find anywhere else. I\u2019m looking forward to what comes next,\u201d said Jordan in a statement.<\/p>\n<p>\n\t\u201cI can\u2019t speak for Michael and the decision. What I can say is that we\u2019ve had a very close relationship, I think it\u2019s the longest standing relationship in the industry,\u201d says Jason Masherah, the president of Upper Deck. \u201cHe is a key spokesman and a key part of the Upper Deck legacy, and I don\u2019t see that changing anytime soon.\u201d<\/p>\n<p>Read more <a href=\"https:\/\/uspropertymoves.com\/?p=3307\">Justin Baldoni Breaks Silence on \u2018It Ends With Us\u2019 Legal Battle With Blake Lively: \u201cSo Many Painful Things\u201d<\/a><\/p>\n<p>\n\t\u201cA big part of our job as Upper Deck is to make sure that our exclusive sports people have an elevated status, and nobody can be more elevated than Michael here in sports,\u201d Masherah said, when asked about the Legacy Partner status. \u201cPart of it is creating new products and making sure that we are creating things that are new and unique and different in the space, but again, a big part is making sure that collectors are protected and making sure that we\u2019re working hand in hand with Michael and his team to go after counterfeiters and infringers and fraudsters in this space.\u201d<\/p>\n<p>\n\tIn connection with the deal, Upper Deck this week will roll out a new Jordan chase: Signed sealed packs of 1986-87 Fleer basketball cards, numbered to 23. The company will also auction off a sealed box of 1986-87 Fleer on eBay, with a portion of the proceeds going to the Boys &amp; Girls Clubs of America.<\/p>\n<p>\n\tThe campaign, which riffs on that billboard-driven news cycle, underscores in many ways the changing nature of fame, with many of the biggest global celebrities also being athletes. Jordan, who starred in Space Jam, contributes to NBC\u2019s NBA coverage and now owns a championship-caliber NASCAR team, is perhaps the quintessential example.<\/p>\n<p>\n\tThough Upper Deck has bet the farm on forging deals with other sports superstars (as well as some established entertainment IP, like Harry Potter, DC Comics and Looney Tunes). <\/p>\n<p>\n\t\u201cI think the biggest piece for us, when we look at Upper Deck authenticated, is finding athletes that fit the slogan \u2018Collect the Best,&#8217;\u201d Masherah says. \u201cSo when you look at the portfolio of exclusive athletes that we have, we\u2019ve got Michael, Tiger [Woods], [Wayne] Gretzky, Patrick Roy, Bobby Orr, Alex Morgan, Carrie Walsh Jennings, those are some of the greatest athletes in the history of sports. We\u2019ll continue to look at that, and then we\u2019ll continue to concentrate on kind of our key sports, and then look for new opportunities, whether it\u2019s Skye Brown, who will shine in the Olympics here in \u201928.\u201d<\/p>\n<p>\n\tDoes that mean other \u201cLegacy Partners\u201d could come in the future?<\/p>\n<p>\n\t\u201cI 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\u2019re not there yet,\u201d Masherah says.<\/p>\n<p>Read more <a href=\"https:\/\/uspropertymoves.com\/?p=3305\">HBO Chief on\u00a0\u2018Heated Rivalry\u2018\u00a0Emmys Ineligibility: \u201cI\u2019m Just Proud to Have Season 2\u2033<\/a><\/p>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Upper Deck is reviving the iconic &quot;Trade Jordan&quot; billboard, featuring it in a new video marketing campaign about, of course, Michael Jordan.<\/p>\n","protected":false},"author":1,"featured_media":3310,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[2420,5,2421],"class_list":["post-3311","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-interesting","tag-michael-jordan","tag-sports","tag-upper-deck"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - 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