Verde PR will Spearhead PR for Sierra Designs and Ultimate Direction

Louisville, Colo., Jan. 10, 2008 – Sierra Designs and Ultimate Direction announce Verde PR and Consulting as its new public relations agency of record. Verde begins representing both brands immediately.

“We are excited to have Verde PR as part of our brand team. Verde’s industry experience and their intimate knowledge of performance materials will help to create brand and product awareness in very authentic and exciting new ways. Our company values – being environmentally aware and action oriented – are very much aligned. Together, we will seek out adventure and have a whole lot of fun doing it,” said Kristine Carey, brand manager for Sierra Designs and Ultimate Direction.

The move will offer strong support to Sierra Designs through its brand transformation, which began in 2006 under the leadership of company president Paul Gagner.

“I’m excited to work with Verde PR’s team to more overtly communicate the dedication, innovation and passion our team and our products bring to market – we live and breath this stuff and it will be exciting to share this with all of our constituents. Also, our combined goals in the area of sustainability and product performance are perfectly aligned,” Gagner said.

Product innovation will define the Sierra Designs rebranding effort, and the company will unveil a completely new performance apparel collection for Fall 2008 at the upcoming Outdoor Retailer Winter Market trade show in Salt Lake City. Sierra Designs expands its Green Effect program commitment to creating cutting-edge, performance product made with sustainable materials in the new collection.

For Ultimate Direction, Verde will work to grow the endurance sports category for retailers in outdoor and running specialty. Ultimate Direction will continue its efforts in product innovation into 2008, incorporating best-of-class hydration and on-the-go nutrition innovations for endurance sports athletes.

To support these new innovations, Sierra Designs will be increasing their marketing efforts across the board with a new advertising campaign, increased social media programs, and a new public relations campaign headed by Verde targeting both traditional media and new media.

Please stop by Sierra Designs and Ultimate Direction at Outdoor Retailer Winter Market, booth
# 26015.

About Sierra Designs
Sierra Designs is passionate about adventure and strives to inspire adventure seekers to get outside. Founded in 1965, Sierra Designs helped kick start America’s passion for getting outdoors and continues to lead the movement with its outdoor equipment and apparel. Today, the company has become renowned as one of the leading outdoor brands: a company that relies on its authenticity and experiences to share its personal passion of the outdoors through specialty retailers in the community. As an established, heritage brand, Sierra Designs strives to use its experience, mountain lifestyle and sustainability learnings to create innovative and authentic products that fuel the passion for the outdoor journey. Sierra Designs is the authority on outdoor gear and apparel — a reliable and trustworthy friend. For more information visit their website at http://www.sierradesigns.com.

About Ultimate Direction
Ultimate Direction manufactures a complete line of bottle and reservoir hydration systems to meet the needs of any athletic training, competition or sport. Ultimate Direction has been a revolutionary player in the hydration pack market for over 25 years and continues to create exceptional hydration systems and technical packs for active athletes. For more information visit their website at http://www.ultimatedirection.com.

About Verde PR & Consulting
Verde PR & Consulting is a full-service public relations, marketing, branding, and consulting agency, with an emphasis in sustainability. Visit www.Verdepr.com, or contact Kristin Carpenter-Ogden (kco@verdepr.com) for more information.