Industry News 3/19/2014

B$Z: Ultimate Direction partners with Zooma Women’s Race Series

Ultimate Direction partners with Zooma Women’s Race Series, supplies hydration solutions designed by women for women athletes
Part of a broader initiative to support female athletes, this partnership showcases Ultimate Direction’s Jenny Collection of women’s hydration gear

Press Release from American Rec

BOULDER, COLO. – Ultimate Direction is partnering with Zooma Women’s Race Series to help support female runners across the country. Part of a broader initiative to supply women with the best hydration gear available, this partnership will be supported with Ultimate Direction’s new for 2014 Jenny Collection, the first ever assortment of women’s hydration products.

The 2014 Zooma Women’s Race Series will host events from coast to coast with races scheduled in six cities from Cape Cod to the Napa Valley. Organized and coordinated entirely by the Zooma team, these races are designed for runners of any ability and offer distances from 5K to half marathons. Ultimate Direction sees this partnership as a perfect avenue to support a wide range of female runners with the best hydration gear available.

"Women are the fastest growing segment of runners in North America and we want to do whatever we can to supply them with cutting edge hydration gear for maximum comfort and performance,” said Buzz Burrell, brand manager for Ultimate Direction. “Introducing the first line of hydration gear designed by women, for women was a great start. We now want to go a step further by supporting organizations that help women to get out and run.”

Zooma organizes and coordinates all aspects of the race, including venue, lodging, and race course. Designed to be more of a girl’s weekend fitness experience than a competitive event, Zooma races are intended to be fun, supportive, and inclusive. Six races are currently scheduled for 2014.

Ultimate Direction will be providing a variety of pieces from the Jenny Collection to serve as race prizes for participants. Everything from the Handy 10 hand-held water bottle to the Meow waist pack to the Ultra Vesta hydration vest will be available to help race attendees get the most out of any run.

Ultimate Direction is a true leader in athlete hydration, having created the entire hydration pack category in 1985. Since then, runners, hikers, climbers, and cyclists all over the world have relied upon a backpack, waist belt, or handheld bottle to stay hydrated and Ultimate Direction has been there every step of the way.  Ultimate Direction’s market leadership continues today with their athlete-designed Signature Series Vests and Jurek Collection, setting a new standard with cutting-edge materials, design, and style.