1 1990-91 UPPER DECK FRENCH
It’s difficult to truly grasp the mania surrounding UD French if you weren’t there. It was the product that turned sports fans into hockey fans and hockey collectors into hard-core investors. Bolstered by rampant rumors of scarcity in a pre-internet hobby awash with cash, UD French was hyped as the product that was going to put your kids through college. Prices would climb by the hour at card shows, with cases topping $17,000 and key cards like the RCs of Sergei Fedorov and Pavel Bure reaching $500 or more. Ultimately, the bubble burst when it became apparent that the product was still being printed – you can read all about it in the great book “Card Sharks” – but the impact of this brand during the boom years of the hobby is undeniable.
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