Lineage

Lineage is an advertising agency and creative production studio based in Los Angeles. Its work connects brands with audiences through sports, entertainment, culture, and fandom, combining strategic planning with design, digital content, and film production. The agency serves professional athletes, entertainment and media properties, consumer brands, and businesses in markets including tools and hardware, consumer technology, and live music.

Founded in 2002, the business began as a sports management firm helping professional athletes navigate sports and media. It subsequently developed into Lineage Interactive, building athletes’ personal brands, social media platforms, and fan engagement strategies. As its remit expanded beyond athlete representation and digital branding, the company adopted the Lineage Digital name and later the public brand Lineage.

Strategy, design, and production

The agency’s capabilities extend from brand positioning and audience research to creative direction and finished content. Its strategy work includes audience insights, market positioning, and mapping the connections between fan communities. Design services cover brand identity, packaging, key art, motion graphics, and 2D and 3D animation.

Production spans commercials, documentary film, television, social content capture, and post-production. Lineage also manages social media and community engagement, with influencer and talent integrations connecting campaign ideas to public figures and their audiences. Together, these capabilities support projects that combine brand strategy, visual identity, content production, and ongoing digital activity.

Selected work

Lineage’s portfolio includes strategic repositioning and campaign development for Lowe’s Kobalt Tools through Tools of Engagement, alongside global integrated marketing and talent integration for SMS Audio’s In My World campaign. Its entertainment work includes creative direction, content production, and digital campaign rollouts for Chris Lake and Kaskade.

The agency also co-produced the television documentary series The Mask With Henrik Lundqvist for MSG Network. Its athlete branding portfolio includes work for Aaron Gordon, Carmelo Anthony, Kevin Love, David Ortiz, and Ryan Lochte, reflecting the sports and talent relationships from which the business developed.