Upper Deck Revives Iconic “Trade Jordan” Billboard for Michael Jordan’s Legacy Partner Campaign

A Historic Marketing Stunt That Caught the Nation’s Eye

In 1992, Upper Deck executed a bold publicity play that still resonates. A plain white billboard appeared in Chicago bearing only two words: “Trade Jordan.”

The message sparked local curiosity that quickly turned into national headlines. Ironically, the real goal wasn’t a trade but the unveiling of a new licensing deal for sports cards. The stark billboard was ultimately replaced by images of those coveted cards, cementing the moment in marketing folklore.

Jordan Steps Up as Upper Deck’s First Legacy Partner

Thirty‑five years later, the brand has revived the iconic billboard in a fresh video campaign. The new tagline reads, “You Don’t Trade Greatness, You Keep it for a Lifetime.”

Under the partnership, Jordan becomes Upper Deck’s inaugural Legacy Partner, gaining extra say over collectible releases. He also helped launch an initiative to combat forgeries in a market where autographs and cards command premium prices.

“I’m proud to be Upper Deck’s first Legacy Partner,” Jordan said in a statement. “It’s been over 30 years of creating unique pieces for collectors.”

Fresh Chase Pack and Charity Auction Highlight the Campaign

Upper Deck is rolling out a Jordan‑themed chase: sealed packs of 1986‑87 Fleer basketball cards numbered to 23. Each pack contains a signature that collectors have been hunting for years.

A sealed box of those 1986‑87 Fleer cards will be auctioned on eBay, with a portion of the proceeds benefiting the Boys & Girls Clubs of America. The auction underscores the brand’s commitment to giving back while fueling excitement among fans.

Jason Masherah, Upper Deck’s president, praised the collaboration, noting the “longest standing relationship in the industry.” He emphasized the focus on protecting collectors from counterfeit items.

Upper Deck’s Broader Athlete Portfolio and Future Plans

While Jordan anchors the line‑up, Upper Deck boasts agreements with other sporting legends. Among them are Tiger Woods, Wayne Gretzky, Patrick Roy, Bobby Orr, Alex Morgan, and Carrie Walsh Jennings.

The company also diversifies into entertainment IP, launching titles such as Harry Potter, DC Comics, and Looney Tunes. Emerging talent like Skye Brown is already in the pipeline for upcoming releases.

Masherah hinted that additional athletes could earn Legacy Partner status down the road, as Upper Deck continues to seek figures eager to shape day‑to‑day business decisions.

The revived billboard not only harkens back to a classic marketing moment but also illustrates how athlete‑brand collaborations have evolved over decades. As the sports and media landscape shifts, Upper Deck’s strategy remains focused on exclusivity, authenticity, and community impact—all while keeping Michael Jordan at the forefront of its story.