A bold move in the world of backpacks: Eastpak has named Marie Gras as its new Global Brand Vice President — and it’s a decision that could reshape the future of the brand.
A major player in Europe’s lifestyle luggage market, VF Corp’s Eastpak is betting on the momentum of an accomplished running expert to help the brand sprint ahead in growth and innovation. Marie Gras, previously Vice President of Running at Decathlon, will now steer Eastpak’s global branding efforts from the company’s Antwerp headquarters in Belgium. Interestingly, this is where VF Corp also oversees Kipling, under the leadership of Domitille Parent — herself once at the helm of Eastpak. But here’s where it gets intriguing: can Gras’s high-performance sports background translate to success in the urban lifestyle and fashion-driven world of backpacks?
Her first test has already arrived. Fresh off her appointment, Gras is tackling the launch of Eastpak’s newly reopened flagship store on London’s iconic Carnaby Street. The two-level space at 35 Carnaby Street represents not only retail expansion but also a symbolic nod to the brand’s deep roots in youth culture — Eastpak first debuted there in 2008. This reopening could signal a fresh era for Eastpak, blending heritage with modern relevance.
Marie Gras built a strong reputation at Decathlon, playing a key role in shaping its global running strategy — a field that continues to boom worldwide. Under her watch, Decathlon’s specialized running brand, Kiprun, launched a digital running app and expanded internationally through new partnerships. Before that, Gras spent nearly eight years with Adidas, where she managed brand activations and events across Paris, a city central to Adidas’s global visibility initiatives. Her mix of experience across both performance and lifestyle brands suggests she could bring dynamic crossover thinking to Eastpak’s image.
Eastpak itself is part of VF Corp’s ongoing brand optimization strategy — the same portfolio that includes Kipling and JanSport. While JanSport dominates the U.S. market, Eastpak thrives in Europe through designer collaborations and pop cultural partnerships, including projects with Diesel and even the cult classic Gremlins franchise. Founded in 1952 as Eastern Canvas Products, the brand has long been a staple among students in France and Western Europe. But competition is heating up. French rival Cabaïa has recently surged ahead in the everyday backpack category, challenging Eastpak’s formerly undisputed leadership.
That’s where Marie Gras comes in. Her challenge is clear: redefine Eastpak’s strategy, expand its luggage and bag ranges, and fend off growing European competitors like Rains, Ucon Acrobatics, Qwstion, Kapten & Son, Tucano, Ferrino, Ecoalf, Lefrik, and Sandqvist. Each of these brands brings its own mix of style, sustainability, and clever design — areas where Eastpak will now need to innovate fast.
But here’s the debate: is hiring a leader from the performance sports world the right move for a lifestyle heritage brand? Or could Eastpak’s mix of streetwear culture and functionality actually benefit from a touch of athletic discipline? What’s your take — smart strategy or risky experiment? Share your thoughts below.
