Upper Deck launches new campaign featuring Michael Jordan's legacy

Upper Deck has revived a memorable marketing stunt from 1992 as part of a new agreement with Michael Jordan. The initial campaign featured a simple billboard that read 'Trade Jordan' and aimed to announce an exclusive trading card partnership. Now, 35 years later, Upper Deck has introduced a new tag line: 'You Don’t Trade Greatness, You Keep it for a Lifetime.' This campaign is complemented by Jordan receiving the title of 'Legacy Partner,' indicating his enhanced role in overseeing collectible products. A new release of signed packs from the 1986-87 Fleer series is set to coincide with the announcement, with part of the proceeds to benefit the Boys & Girls Clubs of America.

• 2:31 AMYahoo Sports — Why Upper Deck is Reminiscing About a Viral Michael Jordan Marketing Stunt From 1992