The impact
- 55 media placements
- Three national sneaker awards
- Branded workouts in New York and Los Angeles
The brand
Lane Eight, the sustainable performance sneaker brand founded by Josh and James Shorrock, earned 55 media placements and three national sneaker awards with The Woods & Co.
The work
The program ran from 2022 into 2023 and covered the AD-1 Trainer, the HIIT Trainer, the Relay Trainer launch, and a run of new colorways including Bubblegum Pink, Slate Grey and Key Lime.
What we did
We pitched the AD-1 Trainer, HIIT Trainer and Relay Trainer to fitness, footwear, men's and lifestyle editors. We entered the shoes in the major fitness awards. We put the founders forward for business features, and we built gift guide and seasonal stories around each new colorway. We also brought editors and influencers into the shoes through two events:
- Lane Eight x Tone House NYC. A branded workout class for key editors and influencers to test the AD-1 and HIIT Trainer.
- Lane Eight x Motion LA. A rooftop workout at the Roosevelt Hotel to launch the Lane Eight Red colorway.
The results
- 2022 Men's Health Sneaker Awards: AD-1 Trainer named Best Cushioning in a Training Sneaker
- 2023 Shape Fitness Awards: Women's AD-1 Trainer named Best Eco-Friendly Sneaker
- 2023 Women's Health Sneaker Awards: Women's AD-1 Trainer named a winner
- Coverage in Men's Health, Women's Health, Shape, Today.com, NYMag's The Strategist, Business Insider, Footwear News, Sporting News, Yahoo, MSN and KTLA
- Founder feature in Authority Magazine's Disruptors series
- Holiday, Father's Day and Mother's Day gift guide placements for the AD-1 and HIIT Trainer