Exsport
Exsport is an Indonesian bag brand whose first product, the RR01 backpack designed by Ronny Lukito, launched in 1979. Starting with school bags, it now sells backpacks, sling bags, totes and accessories aimed mainly at young Indonesian women.
| First product | RR01 backpack, 1979 |
|---|---|
| Origin | Indonesia |
| Rebrandings | Eight |
| Target customer | Young women, Generation Z |
| Website | exsportbags.com |
What is Exsport?
Exsport is a bag brand from Indonesia. It began with school bags and has become one of the most familiar local names in backpacks and casual bags.
History
The brand traces its beginnings to 1979, when its first product, the RR01 backpack, was launched. The original design is credited to Ronny Lukito, and the name stands for "Ransel Ronny No. 1", ransel meaning backpack. Exsport has rebranded eight times, moving from school bags through sporty, casual, feminine and children's styles. In 2021 it repositioned itself as a women's bag brand under the tagline #BringYourSelfOut and relaunched the RR01 1979 Backpack inspired by the original.
Products and positioning
- Backpacks, rucksacks and laptop backpacks
- Sling bags, waist bags, tote bags and handbags
- Duffle bags, pouches and laptop sleeves
The brand targets young customers, particularly Generation Z women looking for distinctive, affordable accessories, and releases collaborations alongside its core colours.
Why it matters
Exsport is a long running Indonesian accessories brand that has repeatedly reinvented its image to stay relevant to new generations, making it a useful case of brand repositioning in Southeast Asia.
Frequently asked questions
Where is Exsport from?
Exsport is an Indonesian bag brand whose first backpack was launched in 1979.
What does Exsport sell?
Exsport sells backpacks, sling bags, tote bags, waist bags, handbags and laptop accessories.