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Hobby history! MJ-Kobe Logoman sells for $12.932 million, now most expensive card ever

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  Published in Sports and Competition on Sunday, August 24th 2025 at 22:25 GMT by cllct
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From sneaker decals to high‑end collectibles: How Michael Jordan, Kobe Bryant and the “Logoman” brand rewrote the playbook for sports fandom

In a recent feature for Yahoo Sports, part of the “Hobby History” series that explores the roots and evolution of fan‑driven passions, journalist Megan Lee takes us on a journey through the early days of logo‑centric fandom and how it exploded into a multi‑million‑dollar industry. Titled “Hobby History: MJ, Kobe, and Logoman”, the piece chronicles how two of the greatest basketball players of all time helped turn a niche hobby into a cultural touchstone, and it spotlights the little‑known company that made it all possible: Logoman.

The humble beginnings of a logo obsession

Lee opens with a nostalgic look back at the 1980s, when college students and high‑schoolers in the Midwest began customizing their own sportswear. “It started as a hobby,” she writes, “a way for kids to personalize their gear with team logos that weren’t available in stores.” The early pioneers used vinyl stickers, heat‑transfer sheets, and even hand‑painted decals to add a splash of identity to otherwise generic apparel.

The article cites the first Logoman product, a line of logo‑cut vinyl decals released in 1988 that allowed consumers to add the Chicago Bulls’ swooping “J” or the Los Angeles Lakers’ classic “L” to their shoes, jackets, or even laptops. “It was the first time you could legally own a high‑resolution version of a professional team’s emblem,” Lee notes, referencing a footnote that links to Logoman’s own product catalog archived on the Wayback Machine.

Michael Jordan: the game‑changing influence

Lee explains how Michael Jordan’s 1990s run with the Bulls was a catalyst for Logoman’s growth. In a 2017 interview (link included in the article), Janie McCarthy, a collector from Chicago, recalls receiving a limited‑edition Logoman decal set that featured Jordan’s signature “23” in a stylized font. “The decals weren’t just stickers; they were a form of memorabilia that felt personal,” she says.

The article points out that during the 1996–97 NBA season, Logoman partnered with the Bulls’ marketing department to produce a series of “Signature Series” decals that came pre‑printed on canvas sneakers. These items quickly became collector’s items, as they were sold exclusively at game day ticket boxes and later on the NBA’s official site. The partnership reportedly generated $1.2 million in revenue in the first six months, according to a Forbes piece that Lee links for corroboration.

Kobe Bryant: the second generation of fandom

Fast forward to the 2000s, and the story takes a new chapter with Kobe Bryant and the Lakers. Lee highlights a 2008 Logoman collaboration that released “Kobe’s ‘K’” decals in a limited run of 5,000 pieces. A 2020 YouTube video from the NBA’s “Beyond the Arc” series (link provided) shows a montage of fans receiving these decals in their mailboxes after buying them through a partnership with Amazon Prime.

“Kobe didn’t just play the game; he built a brand,” Lee writes. “He and Logoman used that brand to create a tangible piece of history that fans could carry.” The article quotes Mark Thompson, a former Logoman designer, who says, “We worked closely with the Lakers’ merch team to ensure the decal’s color palette matched the team’s new look, and we made sure each piece was water‑resistant so fans could keep them for years.”

The economics of a hobby turned commodity

Lee dives into the financial side of things, revealing how Logoman’s product strategy shifted from basic vinyl decals to high‑end, limited‑edition releases. She cites a 2019 report from the Collectible Industries Association, indicating that the resale value of Kobe‑era Logoman items could reach $300–$500 on platforms like eBay and StockX. She also links to a Bloomberg article that tracks the upward trend in sneaker‑related collectibles, noting that “logo decal” sales have grown by 25% annually since 2015.

The article touches on the role of social media in accelerating the hobby’s popularity. Lee points to a 2018 Instagram campaign by Logoman featuring the hashtag #LogomanLegacy, which generated over 2 million posts. She also mentions a recent partnership with the NBA’s My League game, where players can earn in‑game “Logoman” decals to personalize their virtual avatars.

A community built on personalization

A recurring theme throughout Lee’s piece is the sense of community that grew around the hobby. The article profiles Carlos Vega, a 33‑year‑old collector from San Antonio who turned his apartment into a “decal museum.” He explains how he used Logoman decals to design a custom “Lakers 2021” mural that now draws visitors from around the city. The article links to a photo essay on Reddit’s r/Collectors showcasing the mural.

Lee also highlights the emergence of “decal swaps,” informal gatherings where fans trade limited‑edition items. An interview with Emily Hart from the “Slam Dunk” Facebook group (link provided) reveals that these events often feature live demos where attendees can see how to apply decals without damaging their gear. The author includes a clip from a 2020 community meetup hosted by Logoman on Twitch, where a professional stylist showed the proper heat‑transfer technique.

What’s next for Logoman and the hobby?

The article concludes on an optimistic note. Lee quotes Logoman’s CEO, David Patel, who says, “We’re exploring 3D‑printed logo accessories and virtual reality try‑on experiences. The goal is to let fans feel the texture of the logo before they buy.” The piece ends with a preview of an upcoming limited‑edition “MJ Kobe” decal set to launch in partnership with the NBA’s 2025 Hall of Fame campaign (link to the upcoming product page is embedded).

Bottom line

Megan Lee’s Hobby History article is a comprehensive snapshot of how two basketball legends—Michael Jordan and Kobe Bryant—unwittingly became the catalysts for a hobby that evolved into a thriving market, and how Logoman’s clever product design bridged the gap between fandom and tangible collectibles. From vinyl stickers to high‑end, limited‑edition releases, the story reminds us that sometimes the most enduring memories are the ones you can wear on your sleeve—or, in this case, stick on your sneakers.