BOULDER, COLO. (June 18, 2019) – Ultimate Direction, the first hydration pack company, will debut the industry’s first taste-free soft bottle and reservoir at the 2019 Outdoor Retailer Summer Market. Using PEEVA, a unique laminate of Polyethelene and EVA, athletes will enjoy the taste of pure water not the plastic or sports drink residue commonly found in other brands’ soft bottles for running.

PEEVA will be used in the new Body Bottle™ II 500 and 1.5 and 2-liter Reservoirs.

All Outdoor Retailer attendees are encouraged to come to the Ultimate Direction booth – 42031-UL – any day or any time to participate in a blind taste test to compare the taste of water from an Ultimate Direction reservoir using PEEVA to a reservoir from the competition.

The result will be very noticeable.

PEEVA is a proprietary laminate of polyethylene on the inside for clean taste, and EVA on the outside for structure and durability. PEEVA is used in the new Body Bottle™ II 500 which will be included with every Signature Series® 5.0 Vest and Vesta for sale spring 2020.


· Better Fit

· Better Structure

· Better tasting

· Lighter weight

· Same cost

· Soft and comfortable

Runners and outdoor athletes will finally enjoy the convenience and comfort of soft bottles and reservoirs in their hydration packs without the effect of the plastic or “garden hose taste” that the plastic imparts. See the entire Ultimate Direction Spring 2020 product collection at Outdoor Retailer booth 42031-UL.

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. 35 years later the brand remains credible and critical to the world’s most passionate athletes. Ultimate Direction is headquartered in Boulder, Colorado. Its parent company is Exxel Outdoors.  Visit

Media Contact: Craig Randall, Ultimate Direction,, 303.262.3321.