 The company direction changed dramatically, however, when Monte’s son Mark Goldman joined the company in 1976.He transformed the company’s retail product line into a fully-fledged consumer brand and launched the first line-up of bags and packs at a sportswear trade fair in Chicago in 1977.Norman Jacobs joined the company in 1980 and together with partner, Mark Goldman, claimed a market-leading share of the "U.S. college market" on the East Coast throughout most of the 1980s and early 1990s.