There’s a new set of Michael Jordan cards hitting the market but you won’t find packs at your local hobby shop.
You’ll have to grab some underwear to get a pack.
Hanes and Upper Deck have partnered for a 170 card set, distributed in packs of men’s undies. Produced under the old Fleer brand name, the cards don’t show MJ on the court. The images were taken from the commercial shoots Jordan has done for Hanes since he signed an endorsement deal with the company in 1989.
That 30-year anniversary was the impetus for the promotion and the packs are branded with that moniker. Hanes is based Jordan’s home state of North Carolina.
“Michael has always had his pick of brands to endorse, and we are incredibly honored that he has chosen to stay with ours for the past three decades,” Sidney Falken, chief branding officer for Haines said. “This is one of the longest-running and most successful partnerships of its type to date.”
Hanes says 800,000 five-card packs have been created for the promotion and are being sold through special displays inside stores like Kohl’s, JC Penney, Walmart, Meijer, Kmart and Dollar General. Jordan has autographed ten cards that will be randomly distributed in those packs.
In a news release, Jordan cited his “special bond” with the company, with whom he says he has enjoyed the long run and “filming some fun commercials along the way.”
Some packs, lots and individual cards have already made their way to eBay.
Look for TV spots supporting the promotion during the NCAA Tournament.