ch07 - Chapter 7 Case Study CamelBak Theyve Got Your Bak In...

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1 In 1989, Michael Eidson probably never imagined that his homemade, do-it-yourself F x for dehydration during long cycling races would evolve into the world’s pre- mier hydration device for outdoor enthusiasts, soldiers, and law enforcement personnel. That is exactly what happened to the CamelBak backpack, however. The F rst version, which used medical tubing to ± ow water from an intravenous drip bag that was insulated by a sock and strapped to the back of his shirt, was born as most inventions are—out of necessity. The special pack made it possible for Eidson to take in ± uids while sit- ting upright without having to sacriF ce speed by reaching down for a water bottle during a race. The packs gained fame during the 1991 Gulf War as extreme sports en- thusiasts in the U.S. Special ²orces carried their personal CamelBaks into combat during Desert Storm. Thereafter, the CamelBak name would be forever associated with ex- treme performance and the U.S. Armed ²orces. By 1995, Eidsen sold the company for $4 million. Its buyer, Kransco, introduced the F rst camou± aged models, and the packs continued to gain acclaim. In 1999, two years after buying his F rst CamelBak pack, cyclist Chuck Hunter left Lockheed Martin to join the upstart company in hopes of growing its military busi- ness. He promptly moved the company to the Sonoma
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ch07 - Chapter 7 Case Study CamelBak Theyve Got Your Bak In...

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