Upper Deck Celebrates New Michael Jordan Partnership by Recalling the 'Trade Jordan' Billboard Trick That Started It All

Upper Deck has inked a new deal with Michael Jordan and is hearkening back to the campaign that launched it all, according to Yahoo News New Zealand. The sports and entertainment collectors brand is reminiscing about its iconic 1992 marketing stunt: a billboard in Chicago that simply read "Trade Jordan."

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Yahoo News New ZealandWhy Upper Deck is Reminiscing About a Viral Michael Jordan Marketing Stunt From 1992Upper DeckUpper deck extends exclusive relationship with michael jordan, names him as company’s first legacy partner

The billboard was actually a clever ruse to announce a new trading card set, and it generated massive media attention at the time, as reported by The Hollywood Reporter. The stunt played on the intense speculation surrounding Jordan's future with the Chicago Bulls and turned the city's attention to Upper Deck's forthcoming product.

"the sports and entertainment collectors brand has inked a new deal with the NBA legend, and is hearkening back to the campaign that launched it all."

The new agreement between Upper Deck and Jordan brings the story full circle, highlighting the enduring power of that original campaign, according to The Hollywood Reporter. The company's look back underscores how a single bold piece of marketing can define a brand's trajectory for decades.

By revisiting the billboard that once shocked Chicago, Upper Deck is emphasizing the longevity of its relationship with Jordan, a partnership that began with that audacious stunt and now continues with a fresh deal. The nostalgia serves as a reminder of how creative risk-taking can pay off in the sports memorabilia industry.