"He likes to draw and create on his own as one of his stress outlets, and so that fit perfectly," Hammitt said, adding that the program is "probably never going to be that on the mark" again.

Content varies year to year but typically connects to athletes' passions. With Love, that has included a limited-edition comic, Jeremonstar: Draft Day Ashcan, which dropped on draft night and was created with Sharpie products. Because Sharpie signed Love two months before the draft, he inked his contract with a Sharpie pen.

The work aims primarily at cultural relevance. Hammitt's team tracks KPIs such as engagements and impressions, with the goal of growing those numbers each year.

Year two delivered. The campaign generated 3.6 million clicks, up 428% from 471,000 in year one, according to Sharpie. Reach more than doubled, climbing 102%. Sales and awareness for the Sharpie S-Gell pen also rose, though Hammitt described the campaign as "more of an equity-driver that is really building up the brand itself."

Athletes over sponsorships

Sharpie entered football because of the NFL's massive reach, but the brand is not an official league or team sponsor. Instead, it centers its football work on individual athletes. In 2024, Sharpie partnered with then-rookies Michael Penix Jr. and Rome Odunze; in 2025, it worked with Ashton Jeanty and Tetairoa McMillan. Every athlete partner so far has been a top-nine draft pick.

Popularity counts, Hammitt said. "You want to make sure that you're partnering with somebody that has some sort of recognition coming in," he said. "The story loses a little bit of legs if you're going after a fourth-rounder or a fifth-rounder."

On-field performance matters less. Hammitt's team expects "some level of turbulence" from rookies and focuses on depicting their lives beyond athletics, which "gives them dimension, and also makes them accessible and real to consumers."

Love, for his part, scored his first NFL touchdown in his debut game. "Our plan isn't baked on only success on the field," Hammitt said, "but it absolutely is going to help."