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Ultimate Direction


Ultimate Direction is an outdoor gear brand that revolutionised hydration in trail and ultra running. Founded in 1985 by mountain runner Bryce Thatcher, it introduced the world’s first hydration waist packs and handhelds—well before mainstream packs emerged . Ultimate Direction has expanded into full apparel, hydration belts, and lightweight backpacks, all tested in the most challenging environments.
Beyond innovation, the company emphasises sustainability: its products are BPA-free, increasingly use recycled materials, and support initiatives like “Trash Free Trails” and repair services to extend gear lifespan.

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