Ultimate Direction Celebrates 30 Years - SNEWS

Ultimate Direction Celebrates 30 Years


Ultimate Direction invented the entire category of hydration packs in 1985, and is continuing with 30 more years of cutting-edge innovation.

Boulder, COLO. (For Immediate Release) - Founded in 1985 in Rexburg, Idaho, Ultimate Direction (UD) created an entirely new outdoor gear category with the world’s first hydration-specific backpacks, waistbelts, and handhelds. Since then, UD has helped runners, hikers, cyclists, and skiers with countless innovative products, including the high-volume / leak-proof Kicker Valve, the first-ever line of women’s specific hydration, and a variety of product features that have defined the category.

“For 30 years, Ultimate Direction products have enabled people to go further, faster, and easier, which helped define what a hydration pack is,” said Buzz Burrell, Ultimate Direction Brand Manager. “Recently our Signature Series Vests literally changed the entire hydration category again, our Fundamentals collection of technical apparel is coming this fall, so it’s time to celebrate.”

Ultimate Direction products are designed by some of the best athletes in the world, such as Scott Jurek, Anton Krupicka, Peter Bakwin, Timothy Olson, and Sage Canaday. Many of them will be present when UD celebrates its 30th Birthday party at the Boulder Premiere of Run Free, a film about Micah True (a.k.a. Caballo Blanco) on May 28, and at the Ultimate Direction Dirty 30 race on May 30.

About Ultimate Direction

Ultimate Direction is a leader in athlete hydration, having created the entire hydration pack category in 1985. Since then, runners, hikers, climbers, and cyclists all over the world have relied upon a backpack, waist belt, or handheld bottle to stay hydrated and Ultimate Direction’s market leadership continues today with their athlete-designed Signature Series Vests, Jurek Collection, and Fundamentals apparel collection, setting a new standard with cutting-edge materials, design, and style. www.ultimatedirection.com