​In 1992, long before viral marketing became a buzzword, Upper Deck pulled off one of the most memorable stunts in advertising history. The sports card company quietly erected a billboard in Chicago that looked completely ordinary—white and almost unnoticeable—except for two bold words: “Trade Jordan.” The mere message sparked immediate curiosity, quickly climbing from local headlines to national attention. Trade Michael Jordan? The Chicago Bulls superstar who had just steered his team to consecutive championships and earned an MVP award was the target of rumor and intrigue. But the billboard was a clever setup, not a call to trade MJ. Upper Deck’s real objective was to unveil a groundbreaking move: an exclusive licensing agreement for trading cards and imagery that would eventually replace the stark white sign with a new, more expansive vision.
Now, 35 years later, Upper Deck is reviving that legendary billboard as part of a fresh video marketing campaign centered on Michael Jordan, who has renewed and deepened his longstanding partnership with the brand. Jordan has joined as a Legacy Partner, a role designed to give him greater oversight of which collectibles bear his name and likeness and to strengthen defenses against forgeries in a market where celebrity and sports autographs are highly sought after. The campaign’s new tagline encapsulates the shift: “You Don’t Trade Greatness, You Keep it for a Lifetime.”
Upper Deck and Jordan first formed a bond that reshaped the collectible landscape, and that partnership endures as the company announces new directions. The brand’s president, Jason Masherah, emphasized the enduring nature of their collaboration, noting that Jordan’s relationship with Upper Deck is among the longest in the industry. He described Jordan as a central figure in the company’s legacy, a status that is unlikely to change anytime soon. Masherah also highlighted the responsibilities that come with the Legacy Partner role: elevating the position of the sport’s most celebrated figures, developing innovative products that stand apart in a crowded market, and, crucially, protecting collectors by working closely with Michael Jordan’s team to combat counterfeiters, infringers, and fraudsters.
The announcement underscores a broader objective for Upper Deck: to ensure that the market for Jordan-branded memorabilia remains authentic and exclusive, even as the business environment for sports and media continues to evolve rapidly. In conjunction with the deal, Upper Deck is set to roll out a new initiative aimed at improving search visibility and search engine optimization, signaling a strategic push to reach collectors and fans through digital channels as part of the next phase of Jordan’s legacy within the brand.