Ultimate Direction Announces Partnership with Western States Endurance Run

January 25, 2023

CO-based brand is hydration solutions partner for world’s oldest 100-mile trail run

BOULDER – January 25, 2023 /ENDURANCE SPORTSWIRE/Ultimate Direction, a Colorado-based brand that designs innovative apparel and gear for self-propelled athletes of all levels, is proud to announce its partnership with Western States Endurance Run (WSER), a nonprofit that champions the delivery of a world-class ultrarunning experience to every athlete at its annual June running race, provides year-round trail stewardship, and conducts medical research on running performance and other health-related topics. Ultimate Direction will be the running race’s official hydration solutions partner for the next three years.

In addition to financial support provided to WSER, Ultimate Direction will support WSER’s mission of trail stewardship on the trails that the 100-mile running race utilizes each June by promoting workdays, engaging its athlete team in volunteer opportunities, and donating necessary gear to make for safe and comfortable volunteer experiences.

“Here at Ultimate Direction, we are so proud to be WSER’s official hydration solutions partner because we know the importance of hydration, especially during endurance events like this 100-mile race,” shared Robyn Howard, Director of Brand and Marketing for Exxel Outdoors, Inc. “Our mission is to create innovative products through rigorous testing by our athletes that improve performance and enjoyment for self-propelled pursuits. With WSER’s commitment to medical research on runners, delivering incredible experiences to athletes, and trail stewardship, we feel honored to be able to support a nonprofit that is doing so much good that aligns with our mission.”

“We are excited to announce that Ultimate Direction will be partnering with our event as our official hydration solutions partner,” stated Craig Thornley, race director of Western States Endurance Run. “WSER has always had a tremendous amount of respect for Ultimate Direction’s long and influential history as an unquestioned leader in our sport. Just as WSER always attempts to honor our past while working to step confidently into the future, Ultimate Direction has always worked exceptionally hard and with great success to do the same. We’re honored and very happy to welcome Ultimate Direction to the Western States Family.”

To learn more about Western States Endurance Run and get involved with its volunteer opportunities, go to wser.org. For more information on Ultimate Direction, please visit ultimatedirection.com or contact Mindy Smith at mindy@darbycommunications.com.


About Ultimate Direction

In 1985, Ultimate Direction invented the first waist pack for carrying bottles. A few years later, they designed the first hand-held water bottle carrier and numerous innovations defining the hydration pack category for endurance and every-day athletes. Over 30 years later, the brand remains the authority on hydration for self-propelled activities and critical to the world’s most passionate athletes. Ultimate Direction is headquartered in Broomfield, Colorado. Visit www.ultimatedirection.com for more information.

About Western States Endurance Run

Now in its 50th year, the Western States 100-Mile Endurance Run has a 369-runner field from throughout the United States and more than 30 countries. Western States is considered one of the world’s preeminent 100-mile trail races, with organizational emphasis on staging a transformational and quality world-class event for its runners, as well as performing trail stewardship and conducting medical research studies for the betterment of the sport. Held on the fourth Saturday in June from Olympic Valley, California, ,the 100.2-mile event travels through the Sierra high country and the canyons of the American River on the ancestral lands of the Washoe and Nisenan tribes, before finishing at Placer High School in Auburn, Calif. Visit www.wser.org for more information.