LeBron James Embarks on a New Era with Fanatics: A Game-Changer in the World of Sports Collectibles
, by David Riska, 3 min reading time
In a significant shift in the sports collectibles landscape, NBA icon LeBron James has inked an exclusive, multi-year trading card partnership with Fanatics Collectibles, a division of Fanatics. This move marks the end of his long-standing association with Upper Deck and ushers in a new era for collectors and fans alike.
A New Chapter Begins
LeBron James, a name synonymous with basketball excellence, has always been keen on cherishing and sharing pivotal moments of his journey. His new partnership with Fanatics is a testament to this ethos. "As someone who appreciates all the moments — big and small — along the journey, I’m excited to share more with my fans through this partnership with Fanatics," James expressed in a Fanatics release. This collaboration is not just a business venture; it's a celebration of sportsmanship and the journey of an athlete.
Fanatics' Vision with LeBron
Fanatics Collectibles CEO Mike Mahan shared the excitement, stating, “We are both thrilled and honored to have LeBron join the Fanatics family.” The goal is clear: to revolutionize the hobby of collecting and to kindle the passion of fans and collectors worldwide. With LeBron, one of the greatest athletes of our time, this partnership is poised to elevate the collectibles game to unprecedented heights.
A Special Release: The Bowman Chrome Card
In line with the partnership, a unique collectible is set to make waves in the 2023-24 Bowman University Chrome Basketball set, releasing on January 19. This special card is a one-of-a-kind, featuring a dual autograph by LeBron James and his son, Bronny James. The card captures a nostalgic and promising moment, with LeBron in his St. Vincent-St. Mary’s high school uniform and Bronny in his USC Trojans jersey, symbolizing the legacy and future of basketball greatness.
Celebrating Women in Sports
In a commendable move, Fanatics is also including women’s college basketball All-Americans Caitlin Clark and Paige Bueckers in the 100-player set. This inclusion highlights the growing recognition and appreciation of women's contributions to sports.
"Origin of Greatness" Video Campaign
To commemorate this partnership, Fanatics is launching a unique video titled “Origin of Greatness,” narrated by LeBron James. This video aims to showcase the early moments of various Fanatics athlete partners, celebrating their paths to success and prominence in their sports.
The End of an Era with Upper Deck
This new chapter with Fanatics concludes LeBron's over two-decade-long relationship with Upper Deck. Reflecting on this partnership, Upper Deck acknowledged, “It has been an honor to include LeBron James within our Upper Deck family.” They highlighted their collaborative efforts in building LeBron’s brand and supporting the LeBron James Family Foundation.
LeBron James' partnership with Fanatics is more than a business deal; it's a fusion of passion, legacy, and the future of sports collectibles. As fans and collectors eagerly anticipate the release of the Bowman Chrome card and other innovations, this collaboration stands as a beacon of the evolving landscape of sports memorabilia, celebrating the journey of one of basketball's greatest players and his impact on and off the court.
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