The Leukemia & Lymphoma Society (LLS) charged Coyne PR with helping to rebrand, relaunch, and reshape its chief fundraising arm, Team In Training, to overcome declining participation and a crowded marketplace. Coyne tapped two-time Olympic gold medal decathlete Ashton Eaton – and his wife, Olympic bronze medal heptathlete, Brianne Theisen-Eaton – to champion the cause and broaden appeal to endurance athletes across various sports. The team executed a massive kickoff, including a national media tour leading to feature coverage across the national media landscape.