Back in 1990, the football card world felt like it was shifting under our feet. You had the standard cardboard stuff—Topps, Pro Set, Fleer—and then you had Action Packed. These weren't just cards. They were "super-premium" chunks of gold-bordered, embossed cardboard that felt like they belonged in a museum or maybe a very fancy vault. At the center of that 1990 hype was a kid from Florida named Emmitt Smith.
The Emmitt Smith rookie card Action Packed #34 isn't your average "junk wax" era relic. While Pro Set was busy printing millions of cards that are basically used as bookmarks today, Action Packed was trying to do something different. They gave us a 3D feel. You could literally run your thumb over Emmitt’s jersey and feel the ridges.
But here’s the thing: those gold borders? They’re a nightmare.
The 1990 Action Packed Rookie Update Breakdown
If you're hunting for this card, you need to know exactly what you’re looking at. There are actually two different Action Packed cards of Emmitt from 1990, and people get them mixed up constantly.
First, there’s the Rookie Update #34. This is the one most people call "the" rookie. It’s got the red trim and a little "R" on a red helmet in the corner. Then there’s the All-Madden #9. That one shows him in his white Cowboys jersey, and while it's also from 1990, the Rookie Update #34 is generally the one that collectors chase for their HOF rookie registries.
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The Rookie Update set was an 84-card "extended" series. It wasn't in the main base set because, believe it or not, some people weren't sure how big of a deal Emmitt would be. He was the 17th pick, after all.
Honestly, the design of the #34 card is iconic. It captures Emmitt in that classic low-to-the-ground running stance, clutching the ball with both arms like his life depended on it. It’s 100% pure Emmitt.
Why PSA 10s Are Basically Unicorns
Let’s talk about condition. If you find a raw copy of the Emmitt Smith rookie card Action Packed in a shoebox, chances are it's a PSA 7 or 8 at best.
These cards are thick. Because they are embossed and have those high-gloss gold foil edges, they chip if you even breathe on them too hard. The gold ink on the borders is notorious for "snowing"—those tiny white flecks where the ink has flaked off.
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Look at the numbers. As of early 2026, PSA has graded thousands of these. But only a tiny fraction—about 5%—ever hit that Gem Mint 10 mark. To put that in perspective:
- PSA 10: Usually hammers for $900 to $1,000 depending on the week.
- PSA 9: Drops off a cliff to around $35–$50.
- Raw/Ungraded: You can snag one for $5 or $10.
That is a massive "condition rarity" gap. If you’re buying one on eBay, look specifically at the four corners on the back. The back of the card is often where the chipping starts, and most sellers won't show you a high-res photo of the rear edges unless you ask.
Identifying the Real Deal vs. The Variations
A common question is whether the "Braille" version exists for Emmitt like it does for Jim Plunkett. Short answer: No. But there are some things to watch out for.
The 1990 Action Packed Rookie Update cards have red trim. If you see a card that looks similar but has black trim, that’s likely from the 1990 Series 1 base set (which Emmitt isn't in) or a later year like 1991. 1991 Action Packed cards look very similar but don't carry the "Rookie Update" branding or the same player number.
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Also, don't confuse the base card with the 24K Gold versions that Action Packed produced in very limited quantities. Those are literally plated in gold and are worth a small fortune. For the #34 rookie, though, we’re mostly talking about the standard embossed version.
The "Junk Wax" Myth
A lot of people dismiss anything from 1990 as "worthless junk." They aren't entirely wrong—Pro Set #685 Emmitt rookies are everywhere. You could probably tile a bathroom with them.
But Action Packed was different. It was a "premium" product with a higher price point at the time, which meant lower production than the massive flagship sets. While it’s not "rare" in the sense of a 1952 Topps Mickey Mantle, the difficulty of finding a perfect copy makes it a legitimate blue-chip card for Cowboys fans.
Expert Tips for Buyers and Sellers
If you're looking to add the Emmitt Smith rookie card Action Packed to your collection, don't just buy the first one you see.
- Check the "R": Ensure the "R" helmet logo is crisp. On some cards, the printing was slightly misaligned, making the "R" look blurry.
- Magnify the Borders: Use a loupe or your phone's zoom. Look for "edge wear" where the gold meets the photo. If you see any white showing through the gold, it's not a 10.
- The "Pop" Report: Always check the PSA or BGS population reports before paying "10" prices. The market for PSA 9s is saturated, so don't overpay for a Mint 9 thinking it's rare.
- Buy Graded for Value: Unless you’re a pro at spotting surface scratches on embossed cards, buying a pre-graded PSA 8 or 9 is often safer (and cheaper) than buying raw and hoping for a miracle at the grading house.
The 1990 Action Packed Emmitt Smith #34 remains one of the most tactile, unique cards of the era. It represents a moment when the hobby was trying to be "futuristic," and it just so happens to feature the greatest rusher in NFL history.
To make the most of this market, your next steps should be checking the current sold listings on eBay to see if any PSA 10s have hit the block recently, as these often set the tone for the entire Emmitt Smith rookie market. If you have a raw copy, compare it under a bright LED light to a known PSA 9 to see if the gold borders have held up before spending the money on grading fees.