Richardson, Left Field, Boston, from the Old Judge series (N172) for Old Judge Cigarettes 1888

Goodwin & Company created this baseball card of Richardson, the left fielder for Boston, as part of the Old Judge series for Old Judge Cigarettes. In the late 19th century, baseball cards like this one weren't just about the game, they were deeply embedded in the social fabric of America, reflecting the era's burgeoning consumer culture. These cards provide a glimpse into the construction of celebrity and the commodification of sports figures. They served as promotional material to sell cigarettes, linking the image of athletic prowess with the allure of smoking, which was then considered a widespread and acceptable habit. The image also speaks to the prevailing gender norms of the time. Baseball was coded as a distinctly male domain, reinforcing traditional gender roles and expectations. Reflecting on these cards now, we consider the ways in which marketing strategies shape cultural values and consumption patterns.