Ultimate Direction
Ultimate Direction is a company founded by Bryce Thatcher in 1985 and is known for inventing the hydration pack category. They started by sewing hydration belts and handheld hydration solutions three years before anyone else on the market. This was a revolution in endurance sports, as it allowed athletes to efficiently carry nutrition and hydration while running or engaging in other activities.
Over the years, Ultimate Direction has continued to innovate and expand its product offerings to include a range of hydration vests, belts, and other running gear developed in collaboration with top athletes. This ensures that the products not only meet but exceed the demands of functionality and performance. The company’s commitment to sustainability is reflected in its eco-friendly practices, which include the use of recycled materials and BPA-free products.