Upper Deck announced that Michael Jordan has been elevated to the role of Legacy Partner, a title that reflects a three‑decade relationship that began in 1992 when the company first signed the basketball icon as a spokesperson and collectibles partner.
The announcement comes as part of a broader campaign that revives the brand’s early marketing stunt, the 1992 Chicago billboard that dared viewers to ‘Trade Jordan,’ a message that was later replaced by images of Jordan’s own trading cards, underscoring the evolution of the partnership.
A partnership that spans generations
To mark the occasion, Upper Deck is releasing 23 factory‑sealed packs from the 1986‑87 Fleer Basketball set that have been personally autographed by Jordan, each pack bearing the inscription ‘Rookie Pack’ on one of them, and the packs will be inserted into the upcoming 2026 Goodwin Champions set; additionally, a one‑of‑a‑kind sealed box of the vintage set will be auctioned on eBay, with ten percent of the proceeds benefiting the Boys & Girls Clubs of America.
The collaboration also introduces a limited collection of Upper Deck Authenticated memorabilia that spans Jordan’s dual career in basketball and baseball, featuring never‑before‑seen designs such as ‘Birth of a Legend,’ ‘Heart of a Champion,’ ‘Museum of Excellence,’ and ‘On the Diamond,’ and includes a signed pair of Air Jordan 3 Retro OG Fire Red 2022 sneakers that capture the enduring cultural footprint of the athlete.
Jason Masherah said the partnership is a testament to Jordan’s lasting greatness, while Jordan himself expressed pride in being the first Legacy Partner and in seeing his legacy translated into collectibles that continue to inspire new generations of fans.