Icon Status as a Driver of Value

Not every player in the NFL has an extended and dominating career for many years on end. In fact, there are more people that flame on and flame out, than there are people who perform at elite levels for decades like Montana and Marino. Players can light it up for a season or two and then be out of the league quicker than you can say Ryan Leaf. Because contrived scarcity has become a commonality in the industry, we have come to see that attaining iconic status is much more important than rarity, and even in the face of being out of the league, that status can carry value regardless.

Michael Vick is a great example of this situation, especially when you consider how he has resurrected his career over the course of one season. His cards may be scortching hot right now, as demonstrated by this ridiculous sale, but less than 18 months ago they were colder than ever. Despite being cold, his SPA rookie patch auto was still selling high enough to negate any want to buy, at least for most people. Because this card was the face of the new generation of the hobby in football, people wanted it just to say they have it. Who cares that Vick was rotting in prison, they wanted the opportunity to own one of the most iconic cards of the 2000s. This meant the risk of buying at a low price was high, especially because the price was still more than the aforementioned probability that it would bounce back. Of course, hindsight is 20/20, and with Vick’s card now selling at astronomical prices, many wish they had gotten on board.

Still, this presents an interesting situation, because there was no likelihood that Vick would ever live up to his potential again. Despite this fact, the card still hit 200 bucks on a regular basis from what I remember, and that was before he was signed to the Eagles roster. Its very similar to the situation where Quincy Carter’s FAMOUS Contenders auto short print has consistently sold for much more than it should, only because of its iconic status. Carter hasn’t played an NFL game in years, but that Contenders auto still sells due to how rare and how famous it is.

The same thing goes for Reggie Bush’s 2006 Exquisite patch auto. Even though Bush has made a name for himself as one of the biggest disappointments in NFL history, the iconic status of his Exquisite auto still inflates value. Like Carter and Vick, this is not a situation that can be created, but instead relies on the collectors themselves. Collectors wanted super high end in football, and Reggie Bush became their dream example. In fact, Bush’s card still sells at ridiculous prices regardless of his performance for this reason alone.

The point of all of this is simple. Companies no longer shoot for creating cards with potential, but instead just want to get as many cards on the market as possible. Instead of focusing on design, content, and visual appeal, they focus solely on making themselves as much money as possible. Obviously making money is the point of any business, but in my opinion, cutting corners in quality is the wrong way to maximize profit. Loyalty is fostered by a customer’s perception of quality over price, and this is where many card businesses fail to see the point. Panini, the worst of all three companies in this department, has been a favorite target of mine because of the sheer disregard for creating good looking and well thought out cards. In fact, they are just as famous as Quincy Carter’s contenders for going the wrong direction with their production.

When all is said and done, more than 50% of the players who attend the rookie premiere will not be starting or playing less than two years into their career. Look at the 2007 class if you want a good example of what I am talking about. When you think of the player’s lifespan in the league, wouldn’t it be a good idea for more companies to go the way of Five Star and Exquisite, rather than churning out forgettable product after forgettable product like Panini? I think so. Iconic status and fame trumps perceived rarity every time. Right 2007 Derek Jeter George Bush Card?

One thought on “Icon Status as a Driver of Value

  1. You are preaching to the choir Brother. I Bought a PSA9 for $300 just to say I had one. Sold it for 5 times that.

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