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1937 Lou Gehrig "Athco" Baseball Shoebox Label and Catalog

Lot Number 605

Quantity: Bid Starts: 01/26/2018 12:00:00 
Bid Open: 500.00  Bid Ends: 02/08/2018 22:00:00 
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While certainly not the most flamboyant personality on the diamond or in the press, New York Yankees first baseman Lou Gehrig carried significant appeal in the retail world. Combining a humble demeanor, unparalleled work ethic, championship numbers and a boyish grin, “The Iron Horse” was a sure thing on virtually any product he endorsed. The “Athco” baseball shoe was one such endeavor, as evidenced by this 1937 advertisement. Measuring 5-1/4 x 2-5/8”, this label as once adhered to an Athco Baseball shoebox. With a black border, bright-yellow background and a black-and-white likeness of the smiling Yankee superstar, the label is further accented by Gehrig’s facsimile signature and blank boxes for shoe number and size identifiers. The crisp label is crease-free with sharp edges/corners. There is slight discoloration in spots where the original adhesive agent has seeped through the paper. A gorgeous and rare survivor!


Accompanying is a 1937 Athco trade catalog. Measuring 9-1/2 x 11-3/4” with a 12-page insert, the item remains in wondrous condition (minimally EX-MT with very minor left-side corner bumps) with ads for shoes designed or various sports. Gehrig’s version is included. Of note is the product’s obvious staying power. We located a May, 1930 edition of Boys’ Life in which the same shoe is described as having been “specially designed” by Gehrig and crafted from selected yellow-back kangaroo. Seven years later and closer to the end of his tragically abbreviated career, Gehrig’s image held the same allure in the marketplace.

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