Ultimate Direction

Keep up by reading Industry Buzz. Here are today's top headlines: Have a news tip? Email us at [email protected] Keep Tahoe plastic-free: For the first time in history, researchers have discovered microplastics in California's Lake Tahoe and they are trying to determine the ...read more

Keep up by reading Industry Buzz. Here are today's top headlines: Have a news tip? Email us at [email protected] We're a FOLIO finalist! The Voice is a finalist for the best business-to-business launch and best editorial use of data for our story Sex, Power, and the Outdoor ...read more

Didn’t make it to this year’s show? We’ve got you covered. We prowled the floor for three full days in search of new products that your customers will be scrambling for. Here are 25 of the most interesting products at this year’s Outdoor Retailer Summer Market. A “scrappy” ...read more

Last year, the Super Bowl, one of the largest events in the country with more than 100,000 attendees, sought to keep 90 percent of waste out of landfills and send 10 percent to a waste-to-energy plant. Due to its magnitude, some were skeptical. But they pulled it off. Now, it's ...read more

When baristas offer single-use cups and food vendors offer reusable utensils, most of us have begun to say, "No, thanks, I'll use my own." We do this because we understand that single-use plastic is a burden to our beloved planet. As we count down to Outdoor Retailer Summer ...read more

Truth: Single-use plastic sucks. We all know it. So let’s do something about it at our biggest convergence as an industry: Outdoor Retailer. Minimizing our impact on the planet is central to so many of our brands, yet we consume untold amounts of single-use plastic at our most ...read more

It's official. After waffling for several months, John Hickenlooper finally announced on Monday that he's running for president in the next election. Hickenlooper, 67, is the 14th Democrat to declare a candidacy on what is already a crowded field. In an interview on "Good Morning ...read more

Boulder, Colorado ​(August 14, 2018) – ​Ultimate Direction​ (UD), manufacturer of hydration products and accessories for runners, was the first company ever to offer a women’s-specific pack. This year UD released the Signature Series 4.0 women’s Vestas in a 20-percent lighter ...read more

Whether you're mountain biking, running, or hiking, water is a must. And if you'd prefer to drink on the go, hydration packs are the best option over water bottles. Vote for your favorite brand and then tell us in the comments what outdoor activity you use a hydration pack for ...read more

Elevator Pitches are written by the company and edited for space and clarity. They do not express the opinions of SNEWS or its editors. Ride the elevator with Buzz Burrell, brand vice president of Ultimate Direction. We started the running hydration category in 1985 and continue ...read more