Michael Jordan signs 23 1986 Fleer packs for Upper Deck

Michael Jordan and Upper Deck expand a long-running partnership

Upper Deck has named Michael Jordan its first Legacy Partner, extending a relationship that began in 1992 and has shaped some of the company’s most recognizable basketball and memorabilia offerings.

The announcement ties back to the famous “Trade Jordan” billboard campaign that helped launch Upper Deck’s relationship with the NBA icon more than three decades ago. That promotion later gave way to images of Jordan trading cards and marked the start of Upper Deck’s exclusive rights to produce authenticated, autographed Jordan collectibles.

For the new campaign, Upper Deck is revisiting that history with a message that flips the original idea: “You Don’t Trade Greatness, You Keep it for a Lifetime.”

Upper Deck President Jason Masherah said the company is honored that Jordan continues to choose Upper Deck as a partner and noted that the collaboration has helped change the collectibles industry over the past 30-plus years.

Jordan also addressed the partnership through Upper Deck, saying he is proud to be the company’s first Legacy Partner and looking forward to what comes next.

23 signed 1986-87 Fleer packs are headed into 2026 Goodwin Champions

The centerpiece of the announcement is a buyback program built around 23 factory-sealed packs from the 1986-87 Fleer Basketball set, the release that includes Jordan’s iconic rookie card.

Upper Deck acquired the packs, had Jordan sign them, and then encapsulated each one in a protective slab. One of the 23 packs carries a 1-of-1 “Rookie Pack” inscription.

Those signed packs will be inserted as redemptions into 2026 Goodwin Champions, Upper Deck’s annual multisport release. According to Upper Deck, the redemption cards will appear in all SKUs of the product. Collectors who pull a redemption can enter the code online at UpperDeck.com and receive one of the autographed packs by mail.

Upper Deck says the encapsulation includes a barcode and photos of the uncirculated packs to help verify authenticity on resale platforms.

2026 Goodwin Champions is scheduled to be available July 9 at participating hobby shops and July 22 at retail stores.

eBay auction pairs a signed box with the buyback program

Upper Deck is also working with eBay on a one-of-a-kind full box of 1986-87 Fleer Basketball cards that features Jordan’s autograph and a “Rookie Card Box” inscription.

The box is connected to the same overall celebration of Jordan’s Legacy Partner status and is one of 12 Michael Jordan Upper Deck Authenticated items being auctioned on eBay from July 30 through Aug. 9.

Ten percent of the auction proceeds will benefit Boys & Girls Clubs of America.

Upper Deck Authenticated memorabilia highlights Jordan's basketball and baseball career

Alongside the pack buyback and auction items, Upper Deck is releasing a limited collection of Upper Deck Authenticated memorabilia that draws from Jordan’s basketball and baseball careers. The company says the pieces use imagery and designs never before used in UDA items.

Birth of a Legend

This piece chronicles Jordan’s basketball journey and includes eight signature moments along with one autograph.

Heart of a Champion

This Jordan print shows him embracing the Larry O’Brien Trophy for the first time in his career.

Museum of Excellence

This item focuses on Jordan’s six NBA championships and six NBA Finals MVP awards. It includes the inscription “6x Champ” and photo-matched images from each title.

On the Diamond

This portrait captures Jordan as a baseball player, showing him with a wide grin, mirrored shades and an Upper Deck cap. The photo was taken during All-Star weekend in 1993 after Jordan took part in the Upper Deck Celebrity Home Run Challenge.

Air Jordan 3 Retro OG Fire Red 2022 sneakers

Upper Deck is also offering a signed pair of Air Jordan 3 Retro OG Fire Red 2022 sneakers, one of the best-known colorways of the Air Jordan 3. The model was first released during Jordan’s third NBA season in 1988.

A partnership that helped define authenticated Jordan collectibles

Upper Deck’s relationship with Jordan began in 1992 with a campaign that made a major impact on the sports collectibles market. The company’s original “Trade Jordan” billboard generated widespread attention because it suggested the possibility of the Chicago Bulls moving the superstar to another team, before the promotion was updated with Jordan trading card imagery.

That agreement eventually made Jordan Upper Deck’s first exclusive basketball spokesperson and gave the company exclusive rights to produce authenticated, autographed Jordan collectibles.

Now, with the Legacy Partner designation, Upper Deck is leaning into that history while adding new premium items tied to one of the most important names in the hobby.

Between the 1986-87 Fleer buyback packs, the signed full box auction, and the new UDA memorabilia collection, the latest rollout gives collectors multiple ways to engage with Jordan’s legacy through Upper Deck’s authenticated product line.