It’s not every day that a brand gets to hit one out of the park, but that’s exactly what happened when IGNITE2X helped sign up its long-standing client, Zebra Pen, to serve as the “Official Signature Pen” of Ripken Baseball.
Zebra Pen, a high-quality line of innovative writing and creative pens, highlighters, markers, and more with a 40-year history of excellence, was seeking to reach more target consumers – families and school-aged youth in need of self-expression implements for writing and capturing their signature moments. Moreover, the brand was also looking to connect with these potential users in a competitively unique way that would serve up lifetime customer value for the brand. Ripken Baseball, the nation’s premier leader in youth baseball and softball experiences, offered the perfect solution and partnership opportunity for Zebra Pen to do just that. With IGNITE2X serving as the strategic agency partner that coordinated the sponsorship and developed its novel “Signature Moments” theme celebrating the journey of high school athletes continuing their careers into college, an impression-based, brand-focused, connective experience was formed.
As the “Official Signature Pen” of Ripken Baseball, Zebra Pen is placed front and center, beginning with the rebranding of Ripken Baseball complex bullpens as the “Zebra Zen Pen,” from which pitchers entering the game will be announced for added brand attraction. The brand logo will also be featured in all social and digital activations pouring from Ripken Baseball and will also appear on the Ripken Baseball homepage with a direct link to the Zebra Pen website. And it all kicked off with a social media giveaway where Ripken Baseball followers had the chance to win Cal Ripken, Jr. autographed memorabilia that was signed using Zebra Pen STEEL Series products. Moving into 2025 and 2026, the brand will also benefit from Signage Creation Stations at all Ripken Baseball complexes, influencer activations and an editorial component highlighting athletes’ unique stories and “Signature Moments.”
“Youth sports, especially at the level of high school athletes, often represent signature moments in their career as they move from high school to college,” said Ken Newman, VP of Marketing of Zebra Pen Corporation. “Zebra Pen strives to be a part of those signature moments helping athletes and parents capture those life moments. Our partnership with Ripken Baseball aligns wonderfully with our mission. Similar to Zebra Pen, Ripken Baseball has a rich history in this space and is synonymous with helping young athletes achieve their dreams and make long-lasting memories. We are delighted and enthusiastic to embark on this journey to connect with young athletes alongside such a well-recognized and established partner like Ripken Baseball.”
Leveraging the great American past-time and trusted, legendary equity of Cal Ripken, Jr. was the ideal solution for Zebra pen to connect with more young people and their families for creating signature moments tied to the brand. And the strength of this partnership shows because on day one of the partnership’s announcement, this powerhouse program generated 70.3 million impression of earned media coverage for Zebra Pen*. Afterall, what’s not to like about a brand that supports young athletes in a family-filled, memory building moment and provides a great write at the end of the day.
*Sources: News Direct, Google Analytics, Active Campaign, SportsBusiness Journal Subscribers, and LeagueApps