Ultimate Direction(UD), athlete hydration innovators since 1985, recently signed Smak Strategies as their public relations agency of record for media relations and strategic communications. Smak will promote Ultimate Direction product news, athlete stories and event sponsorship to a wide range of running, active and fitness editors and publications.
“Ultimate Direction was the first brand to address the hydration needs of runners and we couldn’t be happier about representing them,” said Maria Hennessey, Founder and President of Smak Strategies. “This brand has been on fire the last few years, partnering with several prominent athletes and introducing a wide variety of cutting-edge products. It will be our pleasure to help them bring their stories to the media and ultimately to the UD community.”
In the last three years, UD shook up the hydration world with several new product lines, including new Signature Series hydration vests, the Jenny Collection of hydration solutions made specifically for women, and the upcoming Fall 2015 Fundamentals apparel collection. With athlete partners including Scott Jurek, Anton Krupicka, Sage Canaday, and the recently signed Timmy Olson, UD is poised for big success.
“We’ve spent the last three years adding innovation to our product offering and bringing in talented athlete partners. We have a long list of stories to share and Smak will play an integral part in helping us spread the word to our community and beyond,” said Buzz Burrell, UD Brand Manager. “With extensive experience and connections in the running and active lifestyle community, we feel Smak will be a great asset to our communications efforts.”
The 30-year-old UD is a leader in athlete hydration, having created the hydration pack category in 1985. Since then, runners, hikers, climbers, and cyclists have relied upon a backpack, waist belt, or handheld bottle to stay hydrated and UD has been there every step of the way. UD continues today with their athlete-designed Signature Series Vests, Jurek Collection and Fundamentals apparel collection.
UD will be attending the Outdoor Retailer Summer Market this August 5-8 in Salt Lake City.
Smak is a Boulder, CO-based team dedicated to brand building for select clients by providing full-service, customized PR and Marketing services. Offering personalized service, Smak integrates creative ideas and strategic planning to deliver results. Smak’s current roster of fitness and active lifestyle clients include Sweet Protection, Kari Traa, The North American Handmade Bicycle Show, Harbinger, HumanX, Potable Aqua, and EvoFit.
