Built for her: How SLB empowers the next generation of female athletes
October is National Women’s Small Business Month, a time to celebrate women entrepreneurs who are creating innovative solutions, building communities, and making a lasting impact in their industries. Few businesses embody that spirit more than SLB, a brand founded by Meredith Hudson to serve the unique needs of female athletes.
Along the way, SLB has partnered with Packlane to create custom packaging that strengthens its brand, delights customers, and reinforces its mission of empowering the next generation of female athletes.
How one mom turned frustration into a business
Meredith Hudson, a former Division 1 athlete at Yale and now a lacrosse mom, has experienced firsthand the challenges female athletes face.
She noticed that despite decades of progress in women’s sports, many products were still designed with a one-size-fits-all approach that failed to address girls’ specific needs.
“I watched my daughters struggle to keep their backpacks organized and realized no one had designed a bag specifically to solve jewelry storage for female athletes. It was the same thing I dealt with 25 years ago. So, I built the first SLB bag at my kitchen table because girls deserve better.”
For her, creating products designed specifically for girls was never just about functionality. It was about recognition and representation.
“We cannot continue to hand girls and boys the same gear and backpacks. Girls have unique needs and tastes, and I love building a brand that celebrates girls.”
That commitment to designing for female athletes has become the foundation of the SLB brand, helping female athletes feel seen, supported, and confident every time they pick up their gear.
Turning customers into brand champions
SLB’s success isn’t built solely on products. It’s built on relationships.
“SLB started on my kitchen table and has grown to 70+ retail doors and a community of 3,500 brand ambassadors who show up, show out and show the world what female athletes look like.”
To say thank you, they regularly send VIP boxes to athletes, ambassadors, and customers who champion the brand. Rather than treating these packages as marketing tools, Meredith sees them as opportunities to strengthen the community that has helped SLB grow.
“Our VIPs are not just large creators or influencers; they are our everyday athletes and customers who support the brand. I want them to feel so special because they ARE the brand.”
By turning each package into a meaningful experience, SLB creates stronger emotional connections with the customers and athletes who continue to fuel its growth.
“A great unboxing moment makes her smile, makes her film it, and makes her remember SLB.”
Creating a bold first impression with Packlane
For a brand built around confidence, individuality, and celebration, first impressions matter.
Before athletes even see the product inside, they experience SLB through its packaging. “Our customers see these boxes before she ever touches the bag, so I want that to be so visually exciting.”
With the help of Packlane, Meredith created custom mailer boxes that reflect the brand’s bold, fun, and unapologetic personality — just like the athletes they make SLB for.
“Packlane made it SO easy for us to bring this to life.”
The custom packaging helps reinforce everything SLB stands for: confidence, energy, and authenticity.
Empowering girls to dream bigger
Through a thoughtfully designed product, meaningful customer experiences, and custom packaging created with Packlane, SLB is proving that when women build products for women, the impact reaches far beyond the product itself.
What began with a single product has evolved into a movement centered on empowerment, representation, and community. As SLB continues to grow, Meredith remains focused on a larger mission: creating more opportunities and visibility for female athletes.
And for the girls carrying an SLB bag today, that vision serves as a powerful reminder of what’s possible.
“Every girl who carries an SLB bag sees that this was made for her, and I hope it inspires her to dream big!”
Lulu is a copywriter and everything-in-between. When she’s not writing, she plays sports and explores coffee shops and restaurants. Occasionally, she’d pick up her guitar for a jam session with friends.
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Lulu is a copywriter and everything-in-between. When she’s not writing, she plays sports and explores coffee shops and restaurants. Occasionally, she’d pick up her guitar for a jam session with friends.
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