Last Run for High-End Pioneer: Upper Deck to Release Final Exquisite Basketball Set
One of the undeniable themes of the last decade or so in the world of sports cards has been the rapid evolution of its most expensive products - call them high-end, super premium, or any similar term. In 1999, the thought of someone paying $100 for a single pack of modern cards would have been laughable, but just a few years into the new millennium, card manufacturers had not only reached, but blown by that price point.
Just when it appeared that trend couldn't possibly continue, Upper Deck seized upon a unique opportunity to push it even further. Spurred by the incredible demand for the 2003-04 NBA rookie class headed up by LeBron James, Carmelo Anthony and Dwyane Wade, the company introduced Exquisite Basketball at the eye-popping suggested price of $500 for a single pack of five cards.
To be sure, the content of that first Exquisite set was like nothing that had come before. Each pack held an autographed patch card numbered to no more than 100 copies, an autographed rookie memorabilia card from that deep crop of newcomers, and the potential to pull truly limited cards from UD spokesmen like Michael Jordan and Kobe Bryant. Even so, there was a healthy amount of skepticism about whether the market would accept a product so expensive.
That fear proved unfounded, as the LeBron rookie card from Exquisite's debut went on to become the most valuable modern rookie card in any sport, and several others broke the $1,000 mark. Today, packs of 2003-04 Exquisite Basketball (if you can find them) , go for several thousand dollars each.
Upper Deck continued to manufacture Exquisite sets in the years to come and even took the brand to football and (though it went by the name The Cup) hockey. No subsequent release was able to catch the same lightning as the original, though, suggesting that without the once in a generation star power of LeBron and company, the ceiling for the high end of the sports card market had finally been reached.
It's with that knowledge in mind and against the backdrop of a still-weak economy that Upper Deck announced the release of what it is promoting as the final Exquisite Basketball set ever, due to go live on September 30. The suggested price is even higher now, at $650 for five cards, and the company press release warns that because 2009-10 Exquisite will be extremely limited and is likely to be the last of its kind, actual prices could be even higher.
The primary reason for the end of Exquisite is a logistical one, as Upper Deck's license to produce NBA trading cards expires soon, with Panini America taking over as the league's lone trading card partner. Even with exclusive autograph deals with Michael Jordan, LeBron James and Kobe Bryant, Exquisite just wouldn't fly as an unlicensed brand.
It's fair to wonder if Exquisite, or products like it, could continue on anyway. It's no secret that overall sales of sports cards have been in a steady decline, and while there will always be deep-pocketed collectors interested in high-end sets, consumers are scrutinizing their discretionary purchases harder than they have in years.
Panini (when it was Donruss Playoff) has some experience in creating super premium cards at the same price point as Exquisite thanks to its National Treasures Football cards. They've been released every year since 2006, but packs from each season can be found at their original prices today, and it wouldn't be surprising if the manufacturer chooses not to produce a basketball version. Certainly, the incoming crop of NBA rookies doesn't scream out that such a move would be warranted.
With Panini holding exclusive autograph rights to Blake Griffin, the crown jewel of the 2009-10 rookie class, the odds are against the last Exquisite Basketball set causing a frenzy. Upper Deck is doing its best to stir up interest by promoting Ricky Rubio autographs and the usual stellar content from its spokesmen. If the brand goes out with a whimper instead of a bang, it's quite possible collectors will be witnessing the end of an era.
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 2007 EXQUISITE BASKETBALL BOX SEALED US $1,299.00 |
 2003 04 UPPER DECK EXQUISITE BASKETBALL BOX SEALED US $3,999.99 |
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