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Michael Jordan signs 23 1986 Fleer Basketball packs to commemorate new partnership with Upper Deck
Since an anonymous and controversial billboard in 1992, Michael Jordan has been Upper Deck’s leading spokesperson and collectibles partner.
Thirty-four years later, Upper Deck is expanding its relationship with the NBA legend, naming Jordan Upper Deck’s first Legacy Partner.
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Jordan’s relationship with the trading card and sports memorabilia company began in 1992, when Upper Deck launched an anonymous marketing campaign with a Chicago billboard that read “Trade Jordan.” The promotion rocked the sports world as basketball fans speculated about the unthinkable—the Chicago Bulls dealing Jordan to another team.
The infamous billboard was later replaced with images of Jordan trading cards, promoting Upper Deck’s new licensing agreement with the two-time NBA champion and making him the company’s first exclusive basketball spokesperson and granting Upper Deck exclusive rights to produce his authenticated, autographed collectibles.
Upper Deck’s latest campaign is a nod to the original “Trade Jordan” promotion, but with an opposite message: “You Don’t Trade Greatness, You Keep it for a Lifetime.”
“We are honored that Michael Jordan continues to choose Upper Deck as his partner. For more than three decades we’ve worked with Michael to fundamentally change the collectibles industry,” said Upper Deck President Jason Masherah. “We bring the most sought-after trading cards and memorabilia to fans around the world as the only pieces guaranteed to feature his authentic autograph.”
Also See: Top 10 Michael Jordan cards to collect
To commemorate Jordan’s new Legacy partnership, Upper Deck has developed two unique programs:
• 23 factory-sealed packs from the coveted 1986-87 Fleer Basketball trading card set, which features Jordan’s iconic rookie card, have been acquired through a buyback program and each pack is autographed by Jordan, with one pack featuring a 1-of-1 inscription “Rookie Pack.” The packs will be inserted into a new trading card set—2026 Goodwin Champions.
• Upper Deck has also collaborated with eBay to auction a one-of-a-kind full box of 1986-87 Fleer Basketball cards that features Jordan’s exclusive autograph and a similar inscription “Rookie Card Box,” connecting the two programs. Ten percent of the auction proceeds will benefit Boys & Girls Clubs of America.
“I'm proud to be Upper Deck's first Legacy Partner,” Jordan said through Upper Deck. “For more than 30 years, this partnership has been about creating something different—cards and memorabilia collectors can't find anywhere else. I'm looking forward to what comes next.”
BUYBACK PROGRAM
Upper Deck bought 23 factory-sealed packs of 1986-87 Fleer Basketball and had Jordan sign them. The signed packs are being inserted as redemptions into 2026 Goodwin Champions, Upper Deck’s annual multisport card set.
The packs are slabbed in a protective encapsulation that features a barcode where you can see photos of the uncirculated packs to ensure authenticity on re-sale platforms. Redemption cards will be inserted into all SKUs of 2026 Goodwin Champions products. Redemption codes can be input online at UpperDeck.com and the redeemer will receive one of the 23 autographed packs in the mail.
2026 Goodwin Champions will be available for purchase on July 9 at participating hobby shops and July 22 at retail stores.
The one-of-a-kind slabbed, signed and inscribed full box of 1986-87 Fleer Basketball is one of 12 Michael Jordan Upper Deck Authenticated items being auctioned on eBay July 30-Aug. 9.
Upper Deck is also releasing a limited collection of Upper Deck Authenticated (UDA) memorabilia that reflects Jordan’s careers in both basketball and baseball, featuring imagery and designs never before used in UDA pieces. They include:
• “Birth of a Legend,” which chronicles Jordan's basketball journey and features eight signature moments and one legendary autograph.
• “Heart of a Champion,” a Jordan print in which he embraces the Larry O'Brien Trophy for the first time in his career.
• “Museum of Excellence,” which highlights Jordan’s six NBA championships and six NBA Finals MVPs. It features a special inscription, “6x Champ,” and classic photo-matched images from each title.
• “On the Diamond,” a portrait that captures the essence of Jordan the baseball player—wide grin, mirrored shades and the Upper Deck cap. The photo was taken during All-Star weekend in 1993 after Jordan participated in the Upper Deck Celebrity Home Run Challenge.
• A signed pair of Air Jordan 3 Retro OG Fire Red 2022 Air Jordan sneakers, one of the most recognizable colorways of the classic Air Jordan 3. It was first released during Jordan’s third NBA season in 1988.
