Ultimate Direction Hires Sales Manager and Marketing Manager

Morgan Newlon and Craig Randall round out brand's leadership team
Publish date:

BOULDER, COLO. - December 15, 2017 

Craig Randall

Ultimate Direction, the leading brand in hydration and wearable gear innovations, has hired Sales Manager Morgan Newlon and Marketing Manager Craig Randall. The pair has been added to Ultimate Direction’s leadership team alongside Brand Vice President Buzz Burrell.

“We have an incredible story to tell and new relationships to build,” Burrell said. “Morgan and Craig have come to Ultimate Direction with specific goals to achieve and they bring the muscle to get the job done.”

Newlon has spent seven years in specialty outdoor retail and has held positions in customer service-and-channel marketing management. He also started a successful Boulder business that supports professional endurance athletes' nutrition. Since joining Ultimate Direction, Newlon has improved product line management and is overhauling the go-to-market strategy for new product. He is a strong athlete, in sports from climbing to paddling to long distance cycling.

Randall spent nearly a decade with Verde Brand Communications, the Colorado and Wyoming-based outdoor industry PR and marketing agency. He was critical in building the agency’s digital and integrated marketing capabilities and deploying them to brands like Outdoor Research, Petzl, and Pearl Izumi. Randall will manage marketing and public relations for Ultimate Direction. He is a mountain sports athlete who plays on the same turf as Ultimate Direction’s pro athletes and customers.

About Ultimate Direction

In 1985 Ultimate Direction invented the first waist pack for carrying bottles. A few years later they designed the first hand-held water bottle carrier and numerous innovations defining the hydration pack category for endurance and every-day athletes. 30 years later the brand remains credible and critical to the world’s most passionate athletes. Ultimate Direction is headquartered in Boulder, Colorado. Visit www.ultimatedirection.com.


Craig Randall