Emmitt Smith, 1993 Pro Line (Football Friday No. 23)

Name: Emmitt Smith
Team: Dallas Cowboys
Position: Running back
Value of card: Not for sale
Key 1993 stat: $1.4 million spent on Emmitt Smith merchandise — by Emmitt Smith
Open for business: As a budding superstar in 1993, Emmitt Smith had a entrepreneurial notion to open a store selling only Emmitt merchandise. Smith bought everything he could that had his face or name on it. Football cards, action figures, newspaper articles — it was all for sale at Catch-22 in downtown Dallas. There was just one problem: Emmitt couldn't bear to part with any of his keepsakes. Every time a prospective customer chose an item, Emmitt would hesitate, blink rapidly and mutter, "Not for sale." When customers would point out that the item had a price tag, Emmitt would fly into a rage, point to a small sign reading "No cleats, no jersey, no service" and escort them from the shop. Losing money rapidly, Emmitt took drastic measures. He purchased crates of Bruce Smith memorabilia, scratched out the first name and replaced it with his own. Catch-22 shut down after three months.



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