In this role, Lane will be responsible for providing strategic development and execution of Saucony’s global branding initiatives, including brand positioning, direct-to-consumer, advertising, and digital strategies. Lane will report directly to Anne Cavassa, President of Saucony.

Lane joins Saucony from DraftKings, the Boston-based global sports technology and entertainment company, where he served as Senior Vice President, Brand and Creative, leading the brand strategy, consumer insights, integrated marketing and social marketing teams. Prior to that, Lane spent more than two decades at global creative agency Arnold Worldwide, most recently as Managing Partner, Executive Director. Throughout his career at Arnold, Lane built some of the world’s most iconic brands, including Volkswagen; ESPN; Volvo; Carnival; Titleist; FootJoy; and New Balance. As Global Executive Director for the Volvo account, Lane oversaw the marketing efforts for North America, Europe and Asia. Lane was also a key leader on the team behind Volkswagen’s iconic “Drivers Wanted” campaign, which won 13 Effie Awards for marketing effectiveness.

“Don is a passionate, seasoned visionary who drives brand growth and excitement through relentless consumer focus and compelling brand storytelling”, commented Cavassa, adding: “He comes to Saucony with a dynamic blend of creativity, brand strategy and data-driven insights that will help us advance a focused marketing offense across all of our global platforms. As an individual, Don is truly emblematic of our brand purpose?to empower the human spirit?reflecting an authentic, collaborative and inspiring leadership approach that earns trust and commitment. All of us at Saucony are so pleased to have Don join the team as we continue to transform and lead the brand into the future.”

Lane, 48, graduated from the University of Richmond with a Bachelor of Arts degree in journalism and sports management.

Image courtesy Saucony