Ultimate Direction, which caters to the hydration needs of walkers, runners, and adventurers, hired Buzz Burrell to the newly created brand manager position.
Burrell brings with him 36 years of entrepreneurial business and endurance sports experience, and will be tasked with managing the future of Ultimate Direction, helping to identify opportunities for increasing brand awareness, innovation, and future growth. 

Ultimate Direction is owned by Boulder-based American Rec, which also owns the Isis, Kelty, Sierra Designs, Slumberjack and Wenzel brands. 

“Ultimate Direction is a pioneer in athlete hydration, with some of the most innovative water bottles, backpacks, and belt systems available,” says Brit Reich, VP of sales for Ultimate Direction. “We’re certain that Buzz’s talents, experience, and extensive relationships throughout the running community will be an asset to the Ultimate Direction brand. We’re excited to have him onboard.”
Ultimate Direction identifies a strong brand, innovative product, and talented people as the three key elements to future growth. Creating the brand manager position and bringing Burrell onboard will effectively tie these three elements together, helping Ultimate Direction flourish in the coming years.
Burrell began with Ultimate Direction on Feb. 8 and is reporting directly to Reich. Burrell can be reached at buzz.burrell@americanrec.com.

Before Ultimate Direction, Burrell was owner of the outdoor store Mountain Sports for 13 years and manager of the La Sportiva Running Team. He also founded the Boulder Outdoor Coalition and the Boulder Trail Runners. Burrell is a published writer and photographer, public speaker and blogger. He won the Everest Award in 2006 at the Teva Mountain Games for excellence in trail running.