Written by Ethan M. Stone
WATERFLY is a globally leading brand specializing in compact sports bags.
Founded in 2013, WATERFLY products are sold in over 100 countries worldwide and have served more than 30 million users to date.
The brand draws inspiration from the Eastern philosophy of “The highest good is like water” (Shang Shan Ruo Shui), advocating “water as form, flight as spirit.” Through contemporary rhythm and design, WATERFLY reinterprets light sports for a new generation.
Brand Values
As an innovative light-sport brand, WATERFLY is committed to defining an era of boundary-free, liberating wear. The brand explores a lifestyle that integrates functionality with philosophy, conveying an aesthetic balance between motion and stillness. Rooted in the dialogue and harmony between humans and nature, WATERFLY promotes a way of living that inspires both physical and mental freedom.Brand Culture
ENJOY YOUR LIFE
Life has never been just one flavor.It blends the saltiness of sweat, the sweetness of success, the sourness of fatigue, and the spiciness of challenge.
These complex tastes come together to form our real and vibrant lives.
Sweet, sour, bitter, and spicy—this is life.
The present moment is always worth cherishing.
Brand Mission
Craft products that deliver joy with a spirit of craftsmanship
WATERFLY believes that sport should be a relaxed and enjoyable experience, and life a journey of self-pleasure and ease. With this belief, the brand focuses on lightweight, low-barrier sports and commuting scenarios, taking the perfect balance between function and fun as its core product philosophy.
Lightweight Design
WATERFLY extensively adopts lightweight materials, ergonomic structures, and modular design concepts to fully relieve users of unnecessary burden.Infusion of Playful Creativity
From detachable phone pouches launched in collaboration with the Shaolin Temple to continuously innovative multi-carry systems, WATERFLY injects creativity into every detail—bringing users delightful surprises and memorable brand moments.
Multi-Scenario Coverage
The product lineup precisely covers running, hiking, and everyday commuting, meeting users’ needs throughout the entire day.Vision
Enable everyone to move freely and enjoy the pleasures of life.
Global Perspective & Product Innovation
Steady Steps in Category Leadership
Ranked sixth globally in the compact sports bag category and a top seller across multiple Amazon subcategories, WATERFLY’s success stems from its long-term commitment to innovation. The brand has built a comprehensive product portfolio including lightweight waist packs, multifunctional chest packs, and backpacks made from eco-friendly materials.Through cross-industry collaborations, WATERFLY continues to expand the boundaries of the category. Notably, the co-branded world’s first Kung Fu backpack created with the Shaolin Temple not only earned patents in Europe and the United States, but also served as a cultural connector at the 2024 Shaolin Global Kung Fu Competition—linking participants from 101 countries and successfully bringing the spirit and fun of Eastern martial arts to the world.
Industry Position
No. 1 market share in the United StatesNo. 6 globally in the compact sports bag category
Sales champion in Amazon subcategories such as chest packs and waist packs.
Product Portfolio
Covers three major scenarios: running, hiking, and commuting.Core products include lightweight waist packs, multifunctional chest packs, and backpacks made from recycled materials.
Each eco backpack represents the rebirth of over 200 recycled plastic bottles.
Innovation & Collaboration
Co-developed the world’s first Kung Fu backpack with the Shaolin TempleSponsored the 2024 Global Kung Fu Competition
Promotes healthy lifestyles to kung fu athletes and enthusiasts worldwide
Omnichannel Expansion
WATERFLY has successfully entered Decathlon’s online platforms across multiple European countries, including Spain, Portugal, France, Belgium, the Netherlands, and Italy. The brand is actively expanding offline channels as part of its omnichannel strategy—bringing itself closer to consumers, delivering seamless shopping experiences, and continuously driving global market growth.
Digital Innovation
WATERFLY partnered with Roblox to launch its first metaverse sports bag UGC item. This pioneering crossover initiative quickly attracted over 30,000 Roblox users, demonstrating the brand’s leadership in digital interaction, youth engagement, and immersive brand experiences—marking a major milestone in WATERFLY’s exploration of the digital future.
Social Responsibility & Sustainability
Progress with Purpose
WATERFLY firmly believes that business success is inseparable from responsibility to the planet and society. ESG principles are deeply embedded in the brand’s strategy:Environmental Commitment
Member of the United Nations Global Compact, actively practicing its environmental principlesPartnered with One Tree Planted, donating USD 1 for every bag sold to support reforestation
Collaborates with Carbon Free to address carbon reduction
Committed to launching GRS-certified recycled-material collections by 2025
Each new backpack will give new life to 200 plastic bottles
New products will adopt OEKO-TEX certified, skin-safe fabrics
Industry & Community Contribution
WATERFLY actively promotes sustainable industry development and global community building by joining organizations such as the American Outdoor Association and the American Hiking Society, advocating responsible outdoor recreation and proper public land use.In its supply chain operations, waterfly has adopted a people-first approach, aiming to set new benchmarks for labor standards in its industry. Since 2022, it has implemented BSCI-compliant practices across all factories, including improving ventilation systems, enhancing worker safety protocols, and providing labor rights training to over 1,500 employees. These measures have led to measurable improvements in working conditions, and the company sees them as part of a broader effort to foster a healthier, more responsible supply chain ecosystem—a commitment that industry observers say is increasingly critical in a sector often criticized for labor violations.
WATERFLY also prioritizes employee growth and well-being, and partners with German kindergartens to support children’s nature exploration programs—extending care beyond products into global communities and creating lasting positive social impact.
Vision for the Future
Toward a Global Brand Integrating Aesthetics and Sustainability
Looking ahead, WATERFLY remains clear and determined in its vision: to enable everyone to move freely and enjoy life. Through full-category expansion and omnichannel development, the brand aspires to become a truly global sports brand that fuses modern Eastern aesthetics with sustainable values.Progress Together with WATERFLY
We believe that everyday gear should be as reliable as a trusted companion.That’s why we obsess over details— continuously refining durability, practicality, and comfort.
Our bags evolve with your needs, blending seamlessly into daily life while going beyond it.
With ever-improving carrying experiences, we empower your full commitment to every journey of exploration.
WATERFLY — Move with you, and unleash the brilliance of life.
Enjoy Your Life.
