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Founded by two former track athletes, Lane Eight set out to create versatile, sustainable footwear that bridged training, lifestyle, and everyday movement. Watson led the development of its brand identity, guidelines, and advertising strategy, ensuring Lane Eight stood out in the saturated performance footwear market.
Watson shaped Lane Eight’s brand tone and messaging, championing the idea that fitness isn’t about winning—it’s about movement, consistency, and fun. The tagline “Fit for Fun” emphasized that the brand was serious about fitness without taking itself too seriously.
From photo and video shoots to digital activations, Watson helped Lane Eight develop a modern, relatable brand presence that appealed to casual gym-goers and hardcore athletes alike. The result? A brand that didn’t just sell shoes—it sold a lifestyle of movement, sustainability, and inclusivity.
Build from insight. Strategy isn’t guesswork—it’s groundwork. We listen, research, and distill what matters to guide smarter decisions and set a solid creative direction.
Make it meaningful. From naming to narratives, we create content that speaks with purpose—rooted in truth, tuned to your audience, and built to connect.
Design for behavior. We craft digital experiences that are intuitive, scalable, and aligned with how real people move, click, swipe, and search.
Bring brands to life. Physical spaces, moments, and memories matter. We design experiences that feel human—and stay with you long after the lights go out.
Drive connection. Our marketing approach blends data and instinct—getting the right message to the right people, in ways that actually move them.
Partner on progress. We work alongside your team to solve real problems, shift thinking, and build internal alignment—without the agency ego.
