Press Releases

Ultimate Direction Selects SMAK Strategies as Public Relations Agency of Record

SMAK to lead strategic communications and media relations efforts to support Ultimate Direction products, athletes, and events

Boulder, COLO. (For Immediate Release) – 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 take the lead in promoting Ultimate Direction product news, athlete stories, and event sponsorship to a wide range of running, active, and fitness editors and publications. With a growing stable of notable athlete partners and the new Fundamentals apparel collection, Ultimate Direction has an expanding list of stories to tell and SMAK will be instrumental in sharing them with the UD community.

“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, Ultimate Direction shook up the hydration world with several new product lines, including their new Signature Series hydration vests, the Jenny Collection of hydration solutions made specifically for women, and the new for fall 2015 Fundamentals apparel collection. With athlete partners including Scott Jurek, Anton Krupicka, Sage Canaday, and the recently signed Timmy Olson, Ultimate Direction 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, Ultimate Direction 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.”

Ultimate Direction will be attending the Outdoor Retailer Summer Market this August 5-8 in Salt Lake City, exhibiting in booth #28017. For more information, please contact Scott Kaier at

About SMAK Strategies

SMAK is a team dedicated to brand building for select clients by providing full-service, customized Public Relations and Marketing services. Offering a high level of personalized service, SMAK integrates creative ideas and strategic planning to deliver exceptional, sustainable results. SMAK’s current roster of fitness and active lifestyle clients includes Sweet Protection, Kari Traa, The North American Handmade Bicycle Show, Harbinger, HumanX, Potable Aqua, and EvoFit. For more information, please visit

About Ultimate Direction

The 30 year old 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, Jurek Collection, and Fundamentals apparel collection, setting a new standard with cutting-edge materials, design, and style.