The most human thing in the campaign was the marker.

Because writing feels human in a way branding rarely does.

When it comes to professional athletes, fans project identity onto them. Brands then project aspiration onto them. And entire cities project the emotional stability onto them whether or not they can convert on third down.

And somewhere inside all of that, the actual person can disappear.

That tension became the strategic center of the collaboration between Uninterrupted, Nike, and Sharpie.

A shoe that people (athletes included) could write on.