Running & outdoor
Ultimate Direction since 1985
In 1985 Ultimate Direction invented the entire category of hydration packs. We created the first waist pack for carrying bottles, a few years later made the first pack/strap to carry a water bottle in your hand, and have made many other innovations that define what a hydration pack is today.
30 years later we remain a market leader, having created and popularized the "vest" concept for carrying water. We introduced the very first women's-specific line of hydration packs and have brought the classics of the past into the technical future with award-winning gear such as our Fastpack and Ultra Jacket.
Our products are designed by athletes for athletes, and the Jenny Collection was designed by women for women. Some of the best runners in the world thought long and hard about what works the best, and the result is absolutely great gear.
Our mission is to provide the ultimate in high performance hydration for everyday athletes. We reengineer, reinvent, and redefine high performance hydration for everyday athletes.
It all began when UD founder, Bryce Thatcher, solved his hydration problems by taking matters into his own hands-crafting his first hydration pack on his mother’s sewing machine.