From challenges that broke world records to new products engineered for everyday movement, 2025 was shaped by progress across every part of what we do. As the year comes to an end, we are reflecting on a few of this year's defining moments.
Our bags supported challenges that demanded grit, endurance, and commitment in some of the toughest environments on the planet.
In Bolivia, Joshua Patterson completed the highest altitude marathon ever recorded, running at extreme elevation where conditions shifted with every mile. Later in the year, Ryan Keeping set the world record for the fastest run around Iceland’s Ring Road, covering over 800 miles of exposed roads and unpredictable weather with our bags as part of his kit.
We introduced new ways to carry what matters, building on the products people already rely on and refining them for different ways to move.
Our Roll Top evolved into a 30L version, designed for those who need more capacity without sacrificing comfort. An added waist strap helps distribute weight more evenly, making it easier to move with a heavier load. At the same time, we introduced a 20L Hybrid offering the same silhouette and functionality in a lighter format suited to everyday routines.
We also launched our first-ever wheeled luggage, marking the start of a new category for us. Designed with the same focus on practicality and durability, this is just the beginning of how we plan to redefine the way people travel.
You can see the full collection of new developments that joined the line-up this year below.
We connected with our community in more ways than ever and showed up where movement is part of everyday life.
Through events with Runna, Turf Games and many more, we supported people chasing personal bests, creating moments that brought the community together around shared goals. We also opened our first physical store as a pop-up, giving us the chance to meet face-to-face, talk about our products, and hear directly how our bags fit into daily lives. Hearing feedback directly and seeing our products in real routines continues to shape how we design and improve what comes next.
Across the year, people in 143 countries chose our bags as part of how they move through work, travel, training and the everyday.
We choose to work with people who share our mindset and approach to movement, creativity, and purpose.
In 2025, this included limited-edition collaborations with MOTH and Beer52. With MOTH, we created a bespoke insulated crossbody, designed to keep drinks cold and close while on the move. With Beer52, we worked together to create our very own beer.
We also continued working with Ocean Culture Life, supporting conservation through storytelling and helping bring attention to the environments we all rely on.
