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Case study · Outdoor · Athletic

Pacelane
0  $340K

Hydration Vest. Studio + lifestyle photo pack, A+ Premium build, Sponsored Brands campaigns from day one. From zero to a 7-SKU performance line.

Brief us on your brandEngagement · 8 months
Pacelane Hydration VestFeatured · 2026

At a glance

0 → $340K

First 8 months

+38%

AOV after bundle

4.8★

Review score

0 → 7

SKUs in range

Day 1

Sponsored Brands

03The brand

Meet Pacelane.

Pacelane sells hydration vest into outdoor · athletic. We met them at the moment most operators stall: the catalog was real, the demand was there, and the execution layer was the thing holding everything back.

04The challenge

What we walked into.

Brand-new entry against established outdoor names with no organic share and a complex multi-size SKU matrix.

05The approach

One team. Every lever.

We didn't pick one service line and stop. The engagement spanned the whole stack — every move feeding the next.

06Sourcing & supply

Built from the SKU up.

Manufacturer vetted across 3 candidates, samples shipped within 12 days, packaging spec locked. We handle the supplier dance so the founder gets to spend their week on brand work, not chasing replies.

  • Verified factories with QC photo reporting
  • MOQ + price negotiation handled in-language
  • Packaging redesign before first mass order
  • FBA prep + pallet labels per Amazon spec
Pacelane sourcing shot
07Photography

The whole pack — coherent across every channel.

Main image, infographic, lifestyle, scale shot, packaging, and 360°. Six frames of the same product, styled the same way, lit the same way — that's how the brand reads as one thing across Amazon, Shopify, and paid social.

Pacelane shot 101
Pacelane shot 202
Pacelane shot 303
Pacelane shot 404
Pacelane shot 505
08Listing architecture

Built for the algorithm and the shopper.

Title hierarchy, bullet density, A+ Premium block flow, and Brand Store nav — re-architected so the catalog reads as one shoppable thing instead of a list of ASINs.

  • SEO-clean titles + 8-keyword density per bullet
  • A+ Premium with infographic-led blocks
  • Brand Store with category sub-pages
  • Variation parents wired to filter the right way

Listing checklist · v.2026

✓ Title — primary keyword in first 80 chars

✓ Bullets — feature → benefit → keyword pattern

✓ Description — long-form keyword sweep

✓ Backend — search terms / synonyms / typos

✓ A+ Premium — 7 modules including video

✓ Brand Store — homepage + 4 sub-pages

✓ Variations — parent / child wired correctly

✓ Compliance — category-specific claims pass

09Ads & growth

Margin tiers, manual + smart-auto.

Sponsored Products, Brands, and Display campaigns structured around your actual margin profile — not generic ACoS targets. Manual layered with smart-auto, never just one or the other.

Tier 1 — Margin

Hero SKUs · branded keywords · ACoS goal locked to margin floor.

Tier 2 — Discovery

Auto + broad-match research · feeds keyword harvest weekly.

Tier 3 — Defense

Sponsored Brands + Display retargeting on competitor traffic.

11The outcome

Same product, different trajectory.

0 → $340K

First 8 months

Studio + lifestyle photo pack, A+ Premium build, Sponsored Brands campaigns from day one. From zero to a 7-SKU performance line.

13Timeline

What happened, in order.

  1. 1

    01 · Sourcing

    Multi-size SKU matrix locked with QC.

  2. 2

    02 · Photography

    Athletic lifestyle pack on real runners.

  3. 3

    03 · A+ Premium

    Performance-line storefront.

  4. 4

    04 · Day-1 Launch

    Sponsored Brands + reviews velocity.

14Tech & partners

What we ran the engagement on.

· Amazon Seller Central· Brand Registry· A+ Premium· Sponsored Ads· Klaviyo· Shopify· Stripe· DSP
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