Tom Brady and his tweets have caused quite a stir on the blogosphere from time to time. His recent choice to come out of retirement within only 41 days sent social media into a flare-up. The surprising disclosure also threw the athlete’s creative staff off guard when he requested his creative team to set up a draft related to his return in a tiny space of time. But how much autonomy has the GOAT given his creative agency?

A creative agency operates Brady’s social media content. Both entities stay in sync with each other for the online content and posts. However, the acknowledgment of Brady’s exit and his return to the NFL took them by stride, just like anybody else did.

Tom Brady and ‘The Guys’ in the shadow

According to Fox Sports Columnist Charlotte Wilder, Tom Brady mentions the moment during his decision to un-retire. He speaks of dialing the creative agency that night since he came back to Tampa Bay. Brady felt it was necessary to inform the rest of the world.

He reveals, “I told them, ‘30 minutes?’ So we went back and forth on the language, chose a couple of photos, and, well… let’s play some football!” After that, the rest of the globe discovered the news less than a ½ hour later.

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According to the report, “the guys” refers to officials at Shadow Lion, an organization with approximately 15 people, which has managed the social media profiles of Tom Brady for seasons. The agency helped curate Brady’s 53-word statement.

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The Shadow Lion and their Ingenious Intellect

Shadow Lion has perfected the skill of encapsulating Brady’s persona and broadcasting it to a global constituency. They also maintain the presence on social media of other high-profile professionals, like Christian Yelich, Zdeno Chara, JJ Watt, and others. Through the company, Jeff Fine, Gilad Haas, and Ben Rawitz assist the GOAT in implementing and managing his content online.

The creative unit develops the material for Tom Brady and put it on the internet, but the quarterback provides his own comments, statements and entitles everything which goes up on his own channels. He is in charge of his Instagram stories and adds photos and captions for family members’ special occasions, such as birthdays and ceremonies.

Shadow Lion also maintains the social media presence of other high-profile celebrities, like Christian Yelich, Zdeno Chara, JJ Watt, and others. The agency also collaborated for commercial work for EA Sports, Hertz, Under Armour, Aston Martin, and a variety of other companies.

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Brady’s online accent has remained constant with his genuine tone, thanks to Shadow Lion. He’s direct, passionate, and serious both in, with a generous portion of comedy thrown in for good measure.