Here’s a scan from Mastro’s November 1999 auction of the rarest Joe Louis card from the 1938 American Sweets Knockout Bubble Gum (NX5) set (No. 37). It sold for $984.
Here’s the lot’s full description:
In 1938, American Sweets Inc. of Manilla, in the Philippines began production of what was projected to be a 250-card set of boxers, wrestlers and weightlifters. Enter Hirohito and the Japanese War Machine. The set and this card can be definitively dated. The text on the reverse refers to Louis’ match with Tommy Farr on Aug. 30, 1937 and to his upcoming rematch with Max Schmelling scheduled for June 22, 1938, which leaves a small seven-month window for its production time. Shortly after the first 40 cards were produced, the Japanese invaded the Philippines and the makers evidently gave up the whimsical pursuit of sport card production. Jefferson Burdick knew of the set and designated it NX5. Only one group of the first 40 cards has ever been found. This is card #37 of Joe Louis from that find, the only known example. It is in strong Excellent to Mint condition with no creases. The card was obviously cut by hand; perhaps from a production sheet. No others escaped the islands in the Pacific Theatre of war. A unique card of the Brown Bomber that is by necessity the most desirable single card of the set.
The card was eventually graded by SGC and is available today on eBay (May 2025) for just under $5k. I’m surprised it’s not more expensive, given that it appears to remain the only known example!
There’s a bit more information about the set in this Collectors Universe thread.
Happy Collecting!
Be First to Comment