When Upper Deck was started in the late 1980’s, they brought first-of-its-kind innovation to the sports trading card industry. Over thirty years later, the company continues to push the envelope as the industry experiences a new surge. I sat down with Jason Masherah, President of Upper Deck, to talk about the heritage of innovation at Upper Deck, their efforts in digital, and how they are investing in the growth of the industry through local hobby shops.