SAN FRANCISCO (Source: New York Times)— Peter Dering, the founder and CEO of Peak Design, made headlines this week after identifying a distinctive backpack seen on the suspect in a fatal shooting outside a Midtown hotel in New York City. The man was allegedly responsible for the death of Brian Thompson, the CEO of UnitedHealthcare. Dering, who was in San Francisco when he received a flurry of urgent texts, recognized the bag in question as one of his company’s signature products.
The bag in the surveillance photos was a version of the Everyday Backpack, a versatile product designed for photographers and casual users alike. Though Peak Design stopped selling this particular model in 2019, Dering speculated that it could have been a used item purchased through the company’s website or from third-party sellers. However, he believes the most likely scenario is that the bag was purchased sometime between 2016 and 2019, when it was still part of their product lineup.
Dering, visibly shocked by the development, called the New York Police Department’s tip line to share his observations. “This is insane,” he said in a Thursday interview, adding that he had received hundreds of messages from concerned individuals asking whether the bag belonged to his company. The tip line operator informed him that they had received similar reports from other concerned citizens and promised to pass along the information to detectives.
As of Thursday morning, Dering had not received any further communication from law enforcement. He indicated that if police reached out for more assistance, he would consult with his legal team to determine what information he could share without violating the company’s privacy guidelines. “My instinct would be to do whatever is possible to help track this person down,” Dering stated.
While Dering’s actions may have helped point the police in the right direction, they have sparked some controversy, particularly among those sympathetic to the shooting suspect, who is viewed by some as a vigilante taking a stand against the high claim denial rates in the health insurance industry. The shooting victim, Brian Thompson, was the CEO of UnitedHealthcare, a company frequently criticized for its practices, particularly its high claim denial rate of 32%, the highest in the industry. For many, this has positioned the shooting suspect, identified as Luigi Mangione, as a symbol of resistance against corporate greed and insurance injustices.
As news of Dering’s involvement spreads, some Peak Design customers have expressed mixed feelings. There have been reports of merchandise returns and social media backlash, with certain consumers questioning whether the CEO’s actions may negatively affect the brand’s image. While it remains unclear whether this incident will have a lasting impact on the company’s sales, the controversy surrounding the case is growing, especially among those who support Mangione’s cause.
Dering, a well-known entrepreneur in the photography and outdoor gear space, may now face the challenge of navigating the public fallout, particularly if his company’s association with the incident leads to further scrutiny from both law enforcement and disgruntled customers.
As the investigation continues, it remains to be seen whether Peak Design’s role in identifying the suspect’s bag will have legal implications or whether the backlash will subside as more details of the case emerge. For now, the incident raises uncomfortable questions about how corporate leaders, like Dering, are perceived in the court of public opinion, and whether their actions—whether intentional or not—can inadvertently fuel social movements or harm their business interests.
