Whitecaps_Package_100Challenge: Create a collectible card set that commemorates the team’s historic 20th Anniversary!

Insight: Until the West Michigan Whitecaps began their inaugural season in 1994, Grand Rapids had been without a professional baseball team for 40 years. So, when it came time to celebrate 20 seasons of Whitecaps baseball, they wanted to do it in a big way! The past two decades were decorated with many highlights including several championships, over 100 players moving on to the big leagues, and welcoming their eight millionth fan!

Execution: The highly experienced team at CHOICE SportsCards collaborated with the Whitecaps to create a custom branded series of trading cards featuring the fans’ favorite 20 players from the past 20 seasons.


  • Created a unique experience for the fans by incorporating them into the set creation. By an online vote, fans were given the opportunity to choose their favorite 20 players from the past 20 years.
  • Created demand for game day tickets. The Limited Edition set was exclusively available to fans that attended the special game-day promotion during the season.
  • Integrated a dynamic partnership with CORT, a leader in furniture sales and rental. Creating consumer brand awareness of CORT through branding on each card and an inserted discount offer for 25% off at CORT. Incorporating a partner also helped to underwrite some of the cost of manufacturing the card set.