CARD COLLECTING WAS A NICHE OBSESSION…

Fanatics challenged us to bring Topps to a broader audience without losing the collectors who know every stat, story and card worth knowing.

…SO WE FOUND A STORY THAT COULD CAPTIVATE BOTH.

Before Tom Brady became football’s GOAT, he was drafted by the Montreal Expos straight out of high school. He never played a game, but that little-known piece of sports history meant he was still eligible for something he’d never had: a Bowman baseball card.

…AND TURNED “WHAT IF?” INTO COLLECTING HISTORY.

We launched Brady’s first Bowman card by imagining the career that never happened: Brady becoming a baseball legend for the Expos. In just 24 hours, the campaign drove 10.5M+ views, 4x the average daily new followers and 95% positive sentiment - with the card ultimately valued at $500K.