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How Derek Jeter turned a simple number into an invincible brand

The pitch came shortly after David Price’s pitch on July 9, 2011, the one Derek Jeter deposited into the Yankee Stadium left-field bleachers for his 3,000th career hit. Upon delivery, it carried great potential.

“We wanted to mint $2 bills and have [Jeter’s] face painted on him,” Emil Bodenstein, then a Major League Baseball licensee for memorabilia, recalled in a recent interview. “It’s a project I wish I was able to get done.”

It didn’t get done because Jeter and his management team passed on it. Yet that Bodenstein, now a player agent, even conceived of the clever idea spoke to the hold that Jeter possessed not only on baseball and on the Yankees, but on his uniform No.