Ultimate Direction
Ultimate Direction is an American running equipment brand founded in 1985, known for hydration packs and running vests. It has since expanded into running apparel for men and women.
| Founded | 1985 |
|---|---|
| Country | United States |
| Signature Series launch | 2012 |
| Apparel line | 2021 |
| Website | ultimatedirection.com |
What is Ultimate Direction?
Ultimate Direction is an American brand of hydration equipment and apparel for trail and long-distance running. Created by outdoor enthusiasts, it is best known for its running vests.
History
The company was born in a garage in 1985, when it sewed its first hydration waist packs and handheld bottles. In 2012 it launched the Signature Series, athlete-designed vests that were lighter and closer fitting than the packs then standard in the market. Hydro Carry apparel, with built-in bottle storage, followed in 2019, and in 2021 the brand expanded into a full head-to-toe running apparel line for men and women.
Products and positioning
- Hydration packs and waist packs
- Running vests, including the Race Vest and Race Vesta
- Handhelds, bottles and reservoirs
- Running tops, bottoms and outerwear
Distribution
The brand sells through its own online store and through specialist running retailers, including stores in Europe.
Why it matters
Ultimate Direction shows how a niche equipment specialist can move into apparel by building on a product, the hydration vest, that shaped how trail runners carry kit.
Frequently asked questions
When was Ultimate Direction founded?
Ultimate Direction was founded in 1985, starting with hydration waist packs and handheld bottles.
What does Ultimate Direction make?
It makes hydration packs, running vests, bottles and reservoirs, and running apparel for men and women.