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Upper Deck Celebrates Michael Jordan Expansion with Historic Signed Rookie Fleer Packs
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- Upper Deck Celebrates Michael Jordan Expansion with Historic Signed Rookie Fleer Packs
Tuesday night at the Nike House of Innovation in Manhattan, Upper Deck delivered what the company previously described as one of the biggest announcements in its 38-year history.
Keeping the details strictly under wraps until the event, Upper Deck officially announced a massive new product expansion with basketball icon Michael Jordan , naming him the company's first Legacy Partner. The updated agreement will feature an array of new premium items, highlighted by a curated new line of Upper Deck Authenticated memorabilia pieces and highly anticipated signed packs.
To commemorate this monumental milestone and celebrate the 40th anniversary of Jordan's iconic rookie card, Upper Deck revealed that Jordan has signed 23 factory-sealed 1986-87 Fleer Basketball packs. These packs were acquired through a buyback program and will be inserted as redemptions into all SKUs of the upcoming 2026 Goodwin Champions product. Notably, one of the 23 autographed packs features a rare, 1-of-1 "Rookie Pack" inscription.
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Upper Deck President Jason Masherah expanded on the decision to release multiple autographed packs during the press conference. "There's 23 of them here, not just one," Masherah said. "So much of what our industry is built around is just having one of everything. We wanted the chance for a lot of people to share in the celebration of Michael's rookie card anniversary."
Furthermore, Upper Deck is collaborating with eBay to auction a complete 1-of-1 1986-87 Fleer Basketball box signed by Jordan and inscribed with "Rookie Card Box". Ten percent of the proceeds from the auction, which opens on July 30, 2026, will benefit the Boys & Girls Clubs of America. The auction closes August 9, 2026. The prequalification period opens July 8, 2026.
While Tuesday's announcement introduces major new product lines, the relationship between Jordan and Upper Deck is one of the most storied in the hobby. The company and the basketball legend have shared an exclusive partnership dating back to 1991—a remarkable 35-year run that helped define the modern sports collectibles industry. The new campaign, titled "You Don't Trade Greatness, You Keep it for a Lifetime," serves as a direct nod to Upper Deck's famous 1992 "Trade Jordan" billboard.
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"We are honored that Michael Jordan continues to choose Upper Deck as his partner," said Masherah. "For more than three decades we've worked with Michael to fundamentally change the collectibles industry. 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".
Jordan himself weighed in on the historic extension. "I'm proud to be Upper Deck's first Legacy Partner," Jordan said. "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".
In addition to the packs and box, Upper Deck is releasing a limited collection of new Upper Deck Authenticated (UDA) memorabilia celebrating his basketball and baseball careers. This includes a piece titled "On the Diamond," featuring an iconic photo of Jordan from the 1993 Upper Deck Celebrity Home Run Challenge.
Collectors will have their first chance to chase the 23 sealed pack redemptions when 2026 Goodwin Champions officially releases on July 9 at participating hobby shops and July 22 at retail stores.
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