Easton

A bat and launch campaign built for the most fearless athletes in baseball—Easton Mako, powered by the rallying cry “Square UP.”

Easton approached us to support the release of their new Mako line of bats. Inspired by the precision, speed, and relentless focus of the mako shark, we built the brand story around bats engineered for power and designed for determination. Every swing channels the razor-sharp instincts of an apex predator—fast, fearless, and unshakably focused.

To amplify this positioning, we leaned into Easton’s rallying cry “Square UP”—integrating it into launch graphics, campaign language, and even directly onto the bat itself. The result was a cohesive narrative that transformed the Mako into more than a piece of equipment—it became a mindset.

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2025