Ultra released in May of 2004 and was Fleer's first football product of the year. The base set consists of 232-cards including 200-veterans and 32-rookies. Thirteen of the rookies were designated as "Lucky 13" with only 500-copies produced of each card. Mike Williams is part of the Lucky 13 although he was declared ineligible for the NFL Draft. Hobby and retail boxes both contained 24-packs of 8-cards with an SRP of $2.99 for hobby and $1.99 for retail packs. Two parallel sets and a large section of inserts with a variety of game-used versions can be found seeded in packs. Insert highlights include Season Crowns Autographs and a triple signed Manning Family Passing Kings card. A 20-card Update set was included in packs of 2004 Fleer Tradition. Each of these cards was seeded two-per rookie hot pack in the product with one hot pack in every box on average. Some signed cards were issued via mail-in exchange or redemption cards with a number of those EXCH cards not yet appearing live on the secondary market as of the printing of this book.