The TrackPack Cooler

TrackPack on the Right Track
New Cooler Proving a Perfect Fit for Licensed Market
December 12, 2006

Novelty meets function. That’s how Andrew Shelton describes his innovative TrackPack Cooler. He’s not the only one the fun and utility in this invention. Shelton launched the product at the Sports Licensing & Entertainment Marketplace and Tailgate • Picnic Show and got a wildly enthusiastic response.

“I’ve sold about 2,000 bags since the show,” he says. “People who visited my booth couldn’t believe no one had thought of this idea before.”

The TrackPack is designed to grab a cold drink on the go.

The idea is a lightweight backpack big enough to store—and cool—a case of 12oz.-canned beverages. Shelton first saw a need for the TrackPack Cooler during a trip to the Indy 500 several years ago. “I brought a long a bulky plastic cooler that was too large for the venue requirements,” he remembers. “I though to myself, ‘There must be an easier way to do this.’”

Shelton was right. The TrackPack Cooler fits comfortably on your back, and the simple-to-use dispenser allows you to grab a cold drink whenever you want one. Still in the early stages of production, Shelton says product will be ready to ship by the New Year. The TrackPack will retail for $40, with margins ranging between 33 and 50%.

Right now Shelton is “testing the waters” with a variety of sales and distribution channels. The response he received in Las Vegas in November convinced him that the TrackPack has real legs as a licensed product. For example, it’s a no-brainer for NASCAR fans and NFL fans. But Shelton doesn’t want to pigeonhole the TrackPack.

The TrackPack is also ideal for food items.

“The plan is to make the bag more versatile,” he says. “I’m developing smaller inserts with different types of dispensers and food compartments. We’re also working on a wine holder. I can see soccer moms who pass out treats for the day using the TrackPack. It’s not just a beer backpack.”
Shelton feels the TrackPack’s potential at retail is limitless. “College bookstores, novelty shops, grocery stores, sporting goods stores,” he says, “there’s market for wherever we want to sell it.”