Ultimate Direction is launching a partnership with women’s running group Another Mother Runner to help supply a core group of female runners with advanced, women’s specific hydration solutions. Part of a broader initiative to better address the hydration needs of female runners, this partnership will be supported with Ultimate Direction’s new for 2014 Jenny Collection, the first ever complete assortment of women’s hydration products.
With a passion for running and a desire to share it with other mothers across the country, the team at Another Mother Runner hosts parties and events from coast to coast, helping women learn how to stay active and healthy while raising a family. Ultimate Direction looks at this partnership as a perfect opportunity to support this core group of female athletes with cutting edge hydration products designed by women, for women.
“Parenthood is challenging and time consuming, and often the first thing to be sacrificed is time spent being active,” said Buzz Burrell, brand manager for Ultimate Direction. “The team at Another Mother Runner is working to prove that parenthood can be balanced with a healthy lifestyle and we want to help by giving these runners the best available hydration products. As runners ourselves, we understand the desire to get the most out of any run regardless of what else is going on in our lives.”
Engaging female runners through several different programs including email newsletters, podcasts, and parties hosted primarily at running specialty stores, Another Mother Runner is quickly becoming established as a go-to community for information and encouragement.
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 Another Mother Runner fans perform at their best.
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.