GQ Magazine Baseball Cards: A Short-Lived But Historic Issue
GQ magazine launched an unexpected but unique set of baseball cards in 1987 that showcased action shots and career stats of dozens of Major League Baseball players. Though the cards were only produced for one year, they stood out for their creative photography and represented a rare non-sports card company to try its hand at the baseball card phenomenon that was huge in the 1980s.
At the time, the big three sports card producers – Topps, Fleer and Donruss – dominated the baseball card market with their annual card sets featuring every MLB team and all major players. However, GQ magazine saw an untapped opportunity to create collectible cards focused more on artistic expression rather than just stats and rookie cards.
GQ worked with veteran baseball photographer Walter Iooss Jr. to capture dynamic action shots of iconic baseball stars from the 1960s through 1980s. Iooss was known for his creative angles and ability to freeze pivotal moments on film. For the GQ cards, he shot players mid-swing, diving for catches or stretching for bases in crisp black and white photographs.
Each photo card included factual information like the player’s team, position, batting average and career highlights. But GQ aimed to make these feel more like collector’s art pieces showcasing the athleticism and beauty of America’s pastime, rather than just stats-driven cardboard for kids to swap and track. They stood out visually from the colorful, cartoonish renderings of Topps and others.
Some of the most recognizable names featured in the 1987 GQ Baseball Card set included Hank Aaron, Pete Rose, Willie Mays, Reggie Jackson, Ozzie Smith, Mike Schmidt and Nolan Ryan. Legends from past eras like Babe Ruth, Ty Cobb and Mickey Mantle also received cards highlighting their incredible career stats and accomplishments.
In total, GQ produced 84 baseball photo cards – with 54 devoted to specific players and the other 30 providing profiles of entire teams from that current 1987 MLB season. While they didn’t offer the same trading potential as sets from Topps and the like given the copyright restrictions, collectors appreciated the artistic merit.
Interestingly, GQ also produced a parallel set in wrapper packs of only 54 photos with blue borders intended for European distribution without team logos. This helped avoid any baseball copyright issues internationally since team trademarks couldn’t be used outside America.
Though short-lived as a one-year trial, the 1987 GQ Baseball Photo Cards gained popularity among collectors not just for the iconic players featured but also the winning photographic style. Today, complete or near-complete sets in mint condition can sell for well over $1,000 given their limited print run and historical uniqueness as the only baseball cards ever produced by the monthly men’s magazine.
Sadly, GQ did not continue producing baseball cards in future years as the big threecard producers maintained their dominance. The 1987 set proved there was appetite beyond just kids for well-crafted baseball memorabilia that doubled as artistic collages of the sport’s legacy.
Over three decades later, retro interest in GQ baseball cards has grown as collectors appreciate new genres that push boundaries. Their black and white action shots remain a refreshing change of pace compared to the cartoon colors of typical baseball cards. For a one-year experiment, they left an indelible mark on the memorabilia field and opened the door for future niche card producers beyond the big sports brands. Whether completing a set or acquiring singles, 1987 GQ baseball cards retain their mystique as a short-lived hit blending athletics, photography and collectibles.
