Sports card company Upper Deck has revived its famous 1992 "Trade Jordan" billboard stunt as the centrepiece of a new marketing campaign announcing an extended partnership with basketball legend Michael Jordan. The original stunt saw a blank white Chicago billboard bearing only the words "Trade Jordan" — which briefly sparked local and national alarm before being revealed as a promotion for Upper Deck's exclusive trading-card licensing deal. The move matters because it cements one of the longest-running relationships in the collectibles industry and elevates Jordan to a newly created "Legacy Partner" status.

As a Legacy Partner, Jordan gains enhanced oversight over which collectibles are produced and a role in combating forgeries in a market where sports autographs are in high demand. The new campaign carries the tagline "You Don't Trade Greatness, You Keep it for a Lifetime." To mark the deal, Upper Deck is releasing signed sealed packs of 1986-87 Fleer basketball cards numbered to 23, and will auction a sealed box on eBay with part of the proceeds going to the Boys & Girls Clubs of America. Company president Jason Masherah described Jordan as a key part of the brand's legacy and hinted that other athletes could become Legacy Partners in future.