In order to create some buzz around its new collection and help promote local running retailers, Ultimate Direction made the public launch of its new Jurek Collection May 15 at the Boulder Running Company.
The event included a fun-run with ultra-trail runner Scott Jurek, who was on hand to sign autographs and answer questions. More than 100 local running enthusiasts showed up for the event, which also included a prize raffle, food and beer. A similar event took place at Runners Roost in Lakewood, CO, May 16. The launch represented the first public availability of the much-anticipated collection of signature running accessories.
Scott Jurek is one of the most well-known, successful and experienced long distance runners in the world, and his input has been instrumental in creating this excellent line of products, said Buzz Burrell, Brand Manager for Ultimate Direction. We think Scott had some amazing ideas and runners will be really happy to use his collection, which is unique in its category. According to the company, its athletes truly drive the product innovations and are not simply branded.
The three individual and versatile components of the ultra-light Jurek Collection are the Jurek Endure hydration belt, Jurek Essential accessory belt and Jurek Grip hand-held water bottle holder. The Jurek Collection builds on the success of the Signature Series by combining technical fabrics with contemporary styling and attention to detail.
Ultimate Direction, part of the American Rec group in Boulder, CO, designs and creates best-in-class solutions for runners to carry water, energy food and other important items such as a smartphones to maximize performance on road and trail. Other UD signature athletes include Peter Bawkin and Anton Krupicka; all three were brought on by Burrell to continue to add innovation and authenticity to the brand.
The Signature Series line of hydration vests continues to be a big success story for Ultimate Direction, said Jurek. The bright colors are great and are intended to match the current trend in shoe color. This is something that people really appreciate — high tech design and materials in a product that looks great and performs seamlessly. The Jurek Collection continues along these lines with the technical fabrics and super lightweight of the Signature Series, but is made more for road runners and shorter distances. For example, the Hex Mesh used in the Signature Series provides the structure while being super light, does not absorb water, and is extremely breathable.