Ultimate Direction home > Ultimate Direction « back In 1985 Ultimate Direction invented the entire category of hydration packs. We created the first waist pack for carrying bottles, a few years later made the first pack/strap to carry a water bottle in your hand, and have made many other innovations that define what a hydration pack is today. 30 years later we remain a market leader, having created and popularised the "vest" concept for carrying water. We introduced the very first women's-specific line of hydration packs and have brought the classics of the past into the technical future with award-winning gear such as our Fastpack and Ultra Jacket. Our products are designed by athletes for athletes, and the Jenny Collection was designed by women for women. Some of the best runners in the world thought long and hard about what works the best, and the result is absolutely great gear. Bottles, Reservoirs & Accessories Equipment Hand Helds Jackets & Apparel Vests & Packs Waist Belts Womens Collection