STRATEGIC INSIGHT:
The journey to the NFL is filled with unforgettable firsts, and for many athletes, their first signature is with a Sharpie. When it comes time to sign the most important contract of their life, they return to the brand they’ve trusted all along. Sharpie doesn’t just show up in sports culture — it’s embedded in it.
CREATIVE SOLUTION:
We launched the campaign in real time on NFL Draft Day, as top picks Ashton Jeanty and Tetairoa McMillan signed their rookie contracts with the Sharpie S-Gel. By connecting their first autograph to this defining moment, we positioned Sharpie not just as a pen, but as a symbol of legacy, trust, and high performance.
Here’s how we DID it
"From First Autograph to First Contract, Sharpie Owns the Signature Moment, Two Years Running."