Timothy John "Tim" Keefe, Pitcher, New York, from the Old Judge series (N172) for Old Judge Cigarettes

Editor: So, this is "Timothy John 'Tim' Keefe, Pitcher, New York" from the "Old Judge" series, made in 1887. It's a photographic print for Old Judge Cigarettes, a fascinating collision of sport and advertising. The sepia tone gives it such a nostalgic feel. What do you see in it? Curator: Well, let's consider the cultural moment. The rise of baseball in the late 19th century coincides with a burgeoning mass culture. Photography became cheaper, mass media spread, and suddenly, athletes were celebrities. Goodwin & Company used these images as trade cards. It shows how companies tried to profit from sports popularity but also contributed to its institutionalisation by visualizing, promoting it to a wide audience. Have you seen baseball cards of this era? Editor: Not in person, but I've seen digital archives. I always assumed they were mainly about the players, but you're highlighting the role of commercial interests? Curator: Absolutely. And think about the visual politics here. Keefe is not in action, he is presented almost heroically, an athlete as a dignified figure. In doing so, it lends Old Judge cigarettes certain cultural values— linking the product with physical prowess, success, a kind of turn-of-the-century masculinity. These were tools used to encourage a market around a habit. What do you think about how this "celebrity" aspect played out in the long run? Editor: I guess this shows how even "early" forms of marketing around celebrities contributed to what it is now! Seeing the athlete's role in promoting a habit makes the history really come to life. Curator: Exactly. By historicizing art objects like this, we reveal power relations and complex exchanges that shape not just visual culture, but popular habits.