In 1985 Ultimate Direction invented the entire category of hydration packs. Ultimate Direction 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 Ultimate Direction remain a market leader, having created and popularized the "vest" concept for carrying water.
Ultimate Direction's 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.
Ultimate Direction's mission is to provide the ultimate in high performance hydration for everyday athletes.