Eric Cheng is the founder and CEO of BAIT. Born in Taiwan, Cheng was raised in Diamond Bar California USA, and attended the University of California, Los Angeles, graduating in 2000 with a bachelor of science degree in design and a bachelor of arts in multimedia design. In 2002, Cheng founded PickYourShoes.com, an e-commerce destination for sneakers. In 2013, he founded BAIT, a streetwear and sneaker retail, with its first location in Diamond Bar, California. It has expanded to five locations as of 2015, with an e-commerce store as well.