Ultimate Direction

Ultimate Direction: a brand, many voices

Once upon a time, there were trail enthusiasts who, in their quest to go further and higher, decided to combine their experiences to create equipment specifically tailored to their needs. Thus, in 1985, the first hydration pack was born to carry with you the very essence of what is essential, our driving force, water. From this initial market launch, 30 years of constant innovation followed to provide customers with ever more efficient trail equipment. This is how we can summarise the beginnings of the Ultimate Direction brand. Over the years, the range of hydration packs has evolved and been enriched by hydration belts that also allow you to keep your water within reach. In 2021, drawing on its years of experience, Ultimate Direction decided to diversify its ranges to enable everyone to equip themselves fully with the brand's products.

Just as Ultimate Direction keeps pace with innovation, the brand also evolves with the society around it. It was with this in mind that the Run Your Own Trail initiative was born in 2020. In the first season, Ultimate Direction collaborated with AWE (an association organising mountain and altitude adventures for women) to enable the AWExpedition to summit Mount Kilimanjaro. Continuing on this path and building on its first version, season 2 will focus on sponsoring, with trail equipment from the brand, two women from Latin America. One thing is for sure, just like Hardloop, Ultimate Direction is much more than an outdoor brand and has successfully promoted strong values since its inception. 

Ultimate Direction: ultimate technology, ultimate responsibility 

From trail hydration packs to caps, Ultimate Direction has diversified its offering over time to provide an ever-increasing range of products that cater to various practices and interests. Indeed, not everyone is made to complete the Tour du Mont-Blanc, and the brand knows this well. To maintain the joy of running, nothing beats being perfectly equipped with gear suited to your practice. Today, Ultimate Direction offers a complete range to equip both men and women from head to toe, as seen in its women's waterproof jackets. Guided since its inception by the Exxel Outdoors Code of Conduct, Ultimate Direction has always paid particular attention to its social investment. Following strong human guidelines such as commitment to a non-discriminatory directive and adherence to wage regulations in its production country, Ultimate Direction continually seeks to apply its social investment in its choices. 

Since its beginnings, Ultimate Direction has also aimed to make its products more environmentally responsible. Step by step, Ultimate Direction has eliminated unnecessary elements from its manufacturing, such as BPA and PFC, opting for more eco-friendly alternatives. Having a water pocket is good, but having a water pocket that respects the mountains and oceans is even better!

Discover the entire range of Ultimate Direction products at Hardloop

At Hardloop, we pride ourselves on offering our customers the best products for their adventures, whether at the top of mountains or in competition. With over 30 years of experience and based, like us, on strong social and environmental values, the Ultimate Direction brand holds a special place in our product offering. You will find all the brand's products on our site and can see that each piece of equipment has been designed with a specific purpose: to provide products that truly meet the needs of trail runners. Recognised in the outdoor world for their quality, durability, and technicality, Ultimate Direction products will accompany you closely on your adventures in nature. So don’t hesitate to choose your Ultimate Direction trail gear on our site and set off to explore new trails! 

Choosing between two different hydration packs can be tricky, can't it?  Feel free to ask our HardGuides for advice based on your practice; they will be more than happy to answer all your questions!