Joe Louis The Winner Chesterfield Cigarette Ad Card

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  • Item Category: Alcohol & Smoking
  • Source: eBay
  • Sold Date: Sep 17, 2007
  • Channel: Auction House

Joe Louis "The Winner" Chesterfield Cigarette Ad Card 1930s

Unusual Photographic Ad Card fro the New York Regional Area

This is an unusual photographic advertisement card from the 1930s showing boxing legend JOE LOUIS, dressed in stylish clothes, with a box of CHESTERFIELD CIGARETTES. The card reads "The Winner / In New York it's Chesterfield ...the CHAMP of CIGARETTES / Joe Louis"

The photographic advertisement card is on photographic paper and measures 3½" wide and 5½" tall. The photographic paper is a cool grey color. And is in very good condition. The back of the card is blank.

For historical background, Joe Louis was born Joseph Louis Barrow and was nicknamed The Brown Bomber. A native of Lafayette , Alabama , he is regarded as one of the greatest heavyweight boxing champions of all time. He held the title for over 11 years, recording 25 successful defenses of the title. In 2003, Ring Magazine rated Joe Louis No. 1 on the list of 100 greatest punchers of all time. In 2005, Louis was named the greatest heavyweight of all time by the International Boxing Research Organization. He participated in 27 heavyweight championship fights, a record which still stands.

In the turbulent era before World War II, he became national hero for both black and white America . Sportswriter Jimmy Cannon characterized Louis as "a credit to his race - the human race."

Joe Louis Barrow was born on May 13, 1914, in Lafayette , Alabama , the seventh of eight children. The grandson of slaves, he was the son of Barry Barrow, a sharecropper, and Lilly Barrow. His father was committed to an asylum when Louis was just two years old, w he died just two years later.

His mother re-married when Joe was seven and the family moved to Detroit in 1924. In his teens he worked for an ice company; he would later credit lifting the heavy blocks of ice with helping build his arm and upper body strength. It was during this time that he first became interested in boxing. He used money given to him by his mother for violin lessons to pay for a locker at a local recreation center. His mother was not pleased but encouraged him to do his best.

Louis had a successful and lucrative amateur career which he ended with winning Michigan 's Golden Gloves title. He turned professional in 1934, making his debut on July 4 of that year, knocking out Jack Kracken in the first round at Chicago , Illinois . He won 12 fights that year, all in Chicago , 10 by knockout. Among his opponents in 1934 were Art Sykes and Stanley Poreda.

Originally, Joe's trainer, Jack Blackburn, wanted him to only fight other African-American boxers. Joe decided to ignore this advice and fought white boxers as well.

In 1935, Louis fought 13 times, creating an extraordinary sensation. He knocked out his first world champion, former world heavyweight champion Primo Carnera, in six rounds. Louis then knocked out the iron-chinned former heavyweight champion Max Baer in four rounds. Before losing to Louis, Baer had been knocked down only once, by Frankie Campbell. Louis also knocked out Paolino Uzcudun, who had never been knocked down or out before Louis KO'd him.

In his next fight, he was matched with former world heavyweight champion Max Schmeling. Although not considered a threat, the German had studied Louis' style intently, and believed he had found a weakness. By exploiting Louis' habit of dropping his left low after a jab, Schmeling handed Louis his first loss by knocking him out in round 12 in New York .

Louis, despite the loss, was awarded a title shot by champion James J. Braddock after negotiations with Madison Square Gardens number 1 contender Schmeling broke down. Braddock, looking to retire on a large payoff, was promised a more lucrative fight with the Brown Bomber after Louis bounced back up the pecking order by knocking out former champion Jack Sharkey. Schmeling (and the German government) were furious, and insisted that a win over highly ranked Sharkey did not reverse the Louis defeat by Schmeling, which was considered a...