Andy Reid, coach of the Kansas City Chiefs, was among the devotees who clamored for the return of this long-beloved marker, prompting Sharpie to resurrect a cult classic.

Sharpie expertly navigates the narrow space between customer devotion and fervent fixation, successfully capitalizing on both. 

For years, fans of the discontinued Extra Fine Point Permanent Marker lamented its absence, with a dedicated online community lamented seeking out replacements for the cherished felt-tip pen Reddit threads.

Sharpie observed. Gina Lázaro, VP of brand management at Sharpie’s parent company, Newell Brands, stated in an exclusive interview with Fortune that the Kansas City Chiefs head coach Andy Reid’s camp inquired about the marker.

“That’s just an example of the type of outreach that comes from consumers,” she said. “It’s the type of brand that is part of just a lot of people’s lives.”

President Donald Trump has a reputation for sign presidential documents and signing them with Sharpie markers. He’s even asked the company to design a custom pen for him.

In 2014, soccer icon David Beckham featured in an ad for the brand. Later, former NFL wide receiver Terrell Owens famously retrieved a Sharpie from his sock to autograph a football on live television following a touchdown. 2002.

Fortunately for Reid and other fans, the Extra Fine Point Permanent Marker will soon be available again, exclusively at Walmart.

Courtesy of Newell Brands

Sharpie stopped producing its extra fine point felt-tip pen in 2017, introducing an ultra fine point pen instead, which looks thinner. Sharpie is now broadening its offerings to encompass both.

The newly released extra fine point pens will come in black, red, blue, and green ink colors. A pack of two black markers costs $1.97, while a pack of five black or assorted color markers is available for $4.97. 

This product re-launch is the first for the renowned writing brand following a recent shake-up in its parent company's executive team. Newell Brands announced restructured its marketing leadership in June, initiating a split as part of a wider turnaround effort. Sharpie also had to reconfigure its supply chains to facilitate the production of the new pens, though the company refrained from revealing the extent of the required capital outlays. 

Newell Brands is re-launching its product line amid an eight-quarter decline in revenue. Second-quarter sales this year declined by 4.8% compared to last year, reaching $1.9 billion, which was slightly below what economists had predicted. Newell Brands anticipates a 2% to 3% decrease in sales throughout 2025.

Sales for the business that owns Sharpie decreased by 0.5% to $809 million during the second quarter. 

“What we’re trying to do is react to a consumer demand and a consumer request,” Lázaro said. This should foster greater customer loyalty, she stated, and “hopefully, eventually more sales from our consumers out there.”

Lázaro feels the product's relaunch will also bolster the Sharpie brand.

“We want to continue to build that affinity and loyalty with our core group of people out there,” she said. From my perspective as one of the brand stewards, that's how I'm viewing it. As our sales increase and other positive developments occur, that will simply be an added benefit.