Bassett, 2nd Base, Indianapolis, from the Old Judge series (N172) for Old Judge Cigarettes 1887

This is a photographic print of Bassett, 2nd Base, Indianapolis, produced by Goodwin & Company around 1887 as part of the Old Judge Cigarettes series. These cards were inserted into cigarette packs as a marketing strategy, capitalizing on the growing popularity of baseball in the late 19th century. The image presents Bassett in his uniform, a posed studio shot against a neutral backdrop. In a way, it exemplifies the commodification of sports figures, transforming athletes into marketable images. Cigarette companies like Goodwin sought to associate their products with the ideals of athleticism, health, and the emergent culture of celebrity. Understanding these images requires delving into the history of American consumer culture. Examining how the burgeoning advertising industry intersected with popular pastimes, and the evolving ideas around celebrity and sports, shows that these seemingly simple cards offer a window into the social and economic forces at play during this period.