Shark Tank Alumnus Makes History With World’s First Backpack Posture Booster

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First solo woman to break the $1M mark in crowdfunding launches her third campaign; SuperStraps is the world's first backpack booster that instantly relieves shoulder and back tension and lifts 27 pounds of force off your neck; Campaign already exceeded goal by 400% on first day of launch

PUERTO RICO (March 1, 2018) -- Better Co announced yesterday its continued product line expansion with the launch of SuperStraps, the world’s first backpack booster that instantly relieves shoulder and back tension and lifts 27 pounds of force off your neck. SuperStraps is Founder Katherine Krug’s third Kickstarter campaign, and a follow up to her record breaking first campaign where she became the first solo woman to break the $1M mark in crowdfunding, followed by a second $1M campaign.

While people know the dangers of text neck, Krug hopes to combat the harmful “backpack neck” caused by our backpacks with her SuperStraps invention.

“In the morning, our backpacks feel light, but by the time we’re in line for our morning coffee, they feel heavier, straining our necks, shoulders and backs,” said Better Co.’s founder and CEO Katherine Krug. “We use our heads to counterbalance the weight in our bags (backpack neck), but even a 15 degree head tilt puts the force of 27 pounds on our necks. That’s the equivalent of four bowling balls crushing our neck and spine...luckily SuperStraps can life this force and restore great posture instantly.”

SuperStraps hides behind your everyday backpack straps, ready to activate in 1 second flat. It acts like a super muscle: distributing the force of your backpack on up to 5x the surface area, instantly unloading your shoulders and neck. It also works by moving the weight in your backpack closer to your spine, allowing you to carry it ergonomically, so you don’t have to slump your back and shoulders every step you take. SuperStraps work best for 7-21 pounds of backpack weight and with a nearly universal fit, one pair of SuperStraps gives you the power to make all your backpacks ergonomic.

“Four out of five people will live with back pain. I was one of them,” said Krug. “It’s my mission to help people get out of pain for good—or never fall into it—and I know SuperStraps will improve the quality of life for so many people.”

Special Kickstarter pricing is available for SuperStraps now from $49.


About Better Co.
BetterCo is on a mission to help people feel and be better. Its first product line, BetterBack, focuses on helping people effortlessly sit in perfect posture, easing back pain—and preventing it. Creator and CEO, Katherine Krug, became the first solo woman to break the $1M mark on Kickstarter when it launched in 2015. BetterBack went on to be a #1 Amazon Best Seller, received 5 investment offers on ABC’s Shark Tank and raised over $3M through crowdfunding. BetterCo’s second product line, SuperStraps, just launched on Kickstarter in February 2018. It’s the world’s first attachable backpack technology that boosts carry comfort by 47%: easing shoulder, back and neck tension; making backpacks feel lighter; instantly improving one's posture and redistributing the weight in a backpack closer to the spine where it can be carried ergonomically. BetterCo’s focus on creating products that provide immediate relief and long-term posture improvement make it a company to watch in 2018.

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Heather Mims
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