GOT BAG adds Keith L. Craig to lead U.S. growth

GOT BAG has named retired U.S. Army Sergeant Major Keith L. Craig as a board member and senior partner to help drive its expansion in North America and Africa. The move brings a former Disney executive with deep entertainment and business ties into the German backpack maker’s next phase of growth.

Why it matters: - GOT BAG is trying to accelerate its U.S. business with a senior operator who has experience scaling major entertainment releases and building partnerships. - The appointment also signals a push beyond North America, with Africa named as another growth market. - The hire adds credibility for a brand built around recycled materials, ocean cleanup and sustainability-focused retail.

What happened: - GOT BAG announced retired U.S. Army Sergeant Major Keith L. Craig as a board member and senior partner. - Craig will support the company’s accelerated growth initiatives in North America and Africa. - The announcement was made Aug. 21, 2026, by the Germany-based backpack maker with U.S. operations in Los Angeles.

The details: - Craig is a former Walt Disney Studios Motion Pictures executive and an international bestselling author. - His film distribution work included more than 50 titles, among them Coco, Black Panther and Avengers: Endgame. - Disney’s box office grosses during his tenure topped $42 billion, according to the announcement. - Craig is founder, chairman and CEO of Craig Global Enterprises, which oversees businesses including Craig Global International Africa and the Septimius Awards in Amsterdam. - He also serves as a voting member of the Academy Awards. - GOT BAG says it has been active in the U.S. since 2021 and sells through more than 200 retail partners, including REI, Free People and Nordstrom. - The brand also points to an exclusive collaboration with Jason Momoa as a key driver of U.S. recognition. - GOT BAG makes backpacks, bags and luggage from recycled materials and plastic collected from coastal areas and the ocean. - The company works with GOT BAG Indonesia on a clean-up program on Java that collects plastic waste and turns it into product material. - GOT BAG is a certified B Corp and partners with Sea Shepherd and Coral Gardeners. - More information

Between the lines: - GOT BAG appears to be pairing sustainability branding with a well-connected entertainment executive to widen distribution and open doors in consumer and cultural channels. - Craig’s background suggests the company is looking for someone with both deal-making reach and mainstream visibility. - The Africa strategy may also reflect a broader interest in markets tied to coastal cleanup and recycled-material sourcing.

What’s next: - Craig is expected to help push U.S. expansion and strategic partnerships. - GOT BAG will likely lean on its retail base, celebrity collaboration history and sustainability message as it grows in new markets. - The company’s continued expansion will depend on converting brand awareness into broader consumer adoption outside its core European footprint.