RYAN DAUGHTRIDGE
Making A Better Backpack
Case Study
A few years back I set out to diversify our product mix at Bustin Boards beyond just skateboards and components. I had already expanded our apparel line, but I wanted to develop a brand-enhancing, high-margin product that would not only improve our credibility in the skateboard market but also move the needle on top-line revenue and profit. Innovating was essential and I had ideas for a better skate bag, but I didn’t have a lot of experience making bags yet. The following nine months would take me to China six times thanks to a little help from some well connected partners.
I had recently spent five years working with Under Armour headquarters in Baltimore along with my business partner and UA founder Kevin Plank. My office was one door away from UA's state-of-the-art prototyping and sampling facility, Lighthouse. Those years were a treasure trove of connections for me, as I locked down as many contacts as I could and visited many of them during my trips to China and Hong Kong. Through those connections, I became great friends with a very cool guy named Teddy who lived in Hong Kong and whose family owned and operated one of the largest bag companies in the world. Teddy had a private whiskey bar on the top floor of a high-rise in Hong Kong and this became a place where I met some of my most valuable connections in manufacturing.
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When the time came to make a bag, I knew exactly who to call. Working with Teddy's company was like a free education in bag manufacturing. Not only did I get to tour the factory and learn the ins and outs of how the best companies in the world make bags, but I also got hands-on help with the design and development process. I visited their accessory sourcing warehouse, where I sorted through thousands of styles of buckles, straps, and materials. After that first visit, I had a good understanding of the basics of bag design and manufacturing, and a clearer idea of the MOQ (minimum order quantity) and lead-time requirements. This information was critical in helping me decide what kind of bag to make and at what price point.
I started sketching out the first designs on the flight back from that trip to China. By the time I got home, I had a basic idea of what I wanted the bag to look like and its essential functionality. My design was going to be revolutionary because it would comfortably hold two skateboards—an idea that fit my brand strategy of encouraging people to ride several styles of boards for different genres and terrain. It was also going to be one of the first bags to comfortably carry an electric skateboard, which is far too heavy and bulky for a traditional skate backpack. Finally, it had to be extra durable and able to withstand the extreme abuse of an urban skateboarder.
The design process began with a simple questionnaire to members of my staff, pro riders, and select customers. I asked, "What features would you like to see in a Bustin Skate Bag? Don’t be shy." The response was incredible, and I got loads of ideas and feedback on where other bags had failed in the life of a skateboarder. I researched popular bags and ordered samples of top designs that caught my eye. From there, I pulled together my initial sketches and started talking to Teddy's team about materials and pricing. Teddy’s team provided invaluable insights into what was possible and what to avoid.
Mission
One of the most important things I learned was the difference between "waterproof woven" and "waterproof coated" materials. Many bags claiming to be "waterproof" are merely sprayed with a type of sealant that eventually rubs off, especially when in contact with the sandpaper texture of skateboard grip tape. However, there were military-grade materials, such as tarpaulin, which were tightly woven enough to be waterproof and were abrasion-resistant. This option was more expensive, but it fit within my budget and became one of the signature tech features of the bag.
Additionally, I learned from riders that plastic buckles were a pain point because they tended to break when strapped too tightly. Under the guidance of my friends at the factory, I found aluminum buckles that worked like a charm and were virtually unbreakable. I also discovered that zippers were another common pain point. I worked with the factory to select premium-grade zippers that looked great and wouldn’t derail under pressure.
Next, I focused on my big idea for an interior pocket designed to hold heavier electric boards while also carrying a second board in the outer straps. The design was unique because it allowed more leverage for holding the board close to the body and better protected the electronics of the board. This one was complicated and required quite a bit of back and forth with the factory to get it right. During the process we discovered that the bag would also carry a snowboard, which was a surprise added marketing element! Lastly, I leveraged my feedback to design side pocket access for a laptop or tablet, even when the bag was stuffed full of boards.
The end product prototype was stunning, and I still have the very first bag on my wall. I pushed it to the limits and subjected it to far more abuse than even an NYC skater could produce in a given lifetime. In the end, it held up great and proved that the design was everything I hoped for and more. From there, I dialed in the facade with a simple leather-etched patch. Initially, I sampled a more basic printed tag, but in the end, I decided that a premium product required premium branding. The leather tag cost about $0.50 more per bag, but it was well worth it on the final product.
Mission
From that point, I moved to final samples and had four made up for final testing and initial content development. I always like to keep a few samples clean so that my marketing teams can get ahead of content creation while the bulk order is in production. This is a simple but critical tactic, ensuring I’m ready to launch as soon as the product lands in the warehouse, rather than waiting another week or two for rushed content photos and videography.
When I placed the order, I barely hit the factory's MOQ of 500 units, but I understood that this quantity wouldn’t make me the factory's favorite customer overnight. As expected, the first order was slightly delayed, and my ship date got bumped back 20-30 days from the expected date. The factory was upfront with me, explaining that larger customers had pressing items that were behind schedule. Rather than kick and scream, I let them know that I understood and appreciated their honesty and help with the project. After that conversation, I had no more delays, and the first production run was perfect.
I released the bags with a heavy emphasis on the tactical design improvements, premium materials, and components. They were a smash hit. After about six months of sales, I began receiving consistent feedback that a smaller version would be useful for day trips and lighter loads. I had originally designed the bag to expand out to 30 liters so it could be stuffed full of anything and everything you needed. It worked—I still only carry that bag when I take my trips to China. But based on the feedback, I worked with the factory to develop a 20-liter version that was more compact. I released the 20L as a variation, and its sales were also great. Many customers who already had the 30L version then bought the 20L version for their day-to-day use.
About a year later, I had another idea for a variation that would be an even smaller shoulder bag with a unique skateboard holder. Following much of the same process with the same factory, I developed the Ninja Bag and released it to even more fanfare than the previous two launches. I had slowly turned my skateboard customers into bag customers by making a better product. To this day, my bags continue to be one of the best-selling items and profit centers in the Bustin lineup.
Mission
Case Study Conclusions
The development of the Bustin Boards skate bags is a perfect example of how a product can serve multiple strategic purposes for a brand. My bags were a combination of "brand enhancers," "private label margin builders," and "product accessories."
They were brand enhancers because they added value to my brand by expanding our credibility with skateboard consumers. They were also private label margin builders because I had previously sold bags from other brands like Element, but after introducing my own line of bags, I was able to recover all of that business and all of that margin for myself. Lastly, the bags were ideal upsell accessories for my company because they became the perfect item to buy along with one of my boards. Not all products check all three boxes of product type, but when they do, it can create a perfect storm of success for your business, just as it did for Bustin.
What's Your Idea?
If you’re anything like me, your mind never stops working on your business. The ideas come fast — some big, some small — and it’s not always easy to decide which ones to act on. That’s where I come in.
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I help founders and brand leaders turn their strongest ideas into real products that make sense for the brand and the bottom line. From concept through delivery, I handle the heavy lifting so you can stay focused — and just say “yes” when the right sample shows up.
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