There's a fine line between customer loyalty and obsession-and Sharpie has found a way to profit off of both. After the Extra Fine Point Permanent Marker was discontinued, an online cult following lamented the loss of the long-beloved felt-tip pen for years and even started Reddit threads for alternatives. Sharpie noticed. In fact, Kansas City Chiefs head coach Andy Reid's camp asked the company about the marker, Gina Lázaro, VP of brand management at Sharpie's parent company, Newell Brands, told Fortune in an exclusive interview.