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Press Releases

Ultimate Direction launches new Jurek Collection running gear at Boulder Running Company on May 15 and Runners Roost on May 16

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Scott Jurek will present his Collection to the public for the first time, answer questions, and lead a group Fun Run


BOULDER, COLO. (May 9, 2013) – Ultimate Direction is proud to announce the public launch of the new Scott Jurek-designed Jurek Collection at the Boulder Running Company Wednesday, May 15 at 5:30 p.m, and Runners Roost Lakewood, May 16 at 5:30 pm. This launch represents the first public availability of the much anticipated Jurek collection of running accessories. Scott Jurek will show the new products, answer questions, and run with attendees.

Featuring the Endure hydration belt, Essential accessories belt, and Grip hand-held water bottle holder, the Jurek Collection is the lightest, most comfortable, and functional solution for runners to carry water, energy food, and other important items such as a smartphones. The Jurek Collection builds on the success of the Signature Series by combining very technical fabrics with contemporary styling.

“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.

The Boulder Running Company is located at 2775 Pearl St. in Boulder, CO. The Runner’s Roost is located at 7978 W Alameda Ave. # A in Lakewood, CO. Events are scheduled for May 15 and May 16 respectively, both starting at 5:30 pm.

More information on the individual components of the Jurek Collection follows. All three will be featured and available for purchase at the Boulder Running Company and Runner’s Roost during the events.

With dual 10 oz. water bottles for better balance and quick hydration, the Jurek Endure is great for any length run. A water-resistant pocket is sized right for cell phones while a stretch mesh pocket will easily handle keys, energy food, or gloves. A bungee system lets you carry additional gear such as a lightweight jacket.

Offering a water-resistant pocket for your phone, a stretch mesh pocket for food, and a secure smaller pocket for your valuables that can be re-positioned as needed, the Jurek Essential is a great companion to any of our hand-held water bottles. Uber comfortable and breathable, you won’t be able to tell you have it on.

About as minimalist as a hand-held hydration system can be, the Jurek Grip consists of two elastic straps and a single, adjustable hand strap that allow you to hydrate on the fly. And less weight in the hand means more energy for moving forward. The Grip comes with a 20-ounce UD water bottle but is compatible with any similar-sized bottle.

Ultimate Direction
Fueling the ambitions of anyone embracing and active lifestyle, Ultimate Direction designs and creates best in class hydration solutions to maximize performance wherever your two feet take you. Our athlete-inspired Signature Series hydration vests and the new Scott Jurek Collection join an extensive line-up of water bottles featuring the innovative Kicker Cap®, fuel belts, waist packs, and backpack hydration systems to keep you hydrated and moving forward with comfort, ease and innovative functionality.