Colorado-based apparel and accessories brand Ultimate Direction, has announced its partnership with Western States Endurance Run (WSER) to be the race’s official hydration solutions partner for the next three years.
Now in its 50th year, the Western States 100-Mile Endurance Run has a field from throughout the United States and more than 30 countries. It is considered one of the world’s preeminent 100-mile trail races. Held on the fourth Saturday in June, the 100.2-mile event travels through the Sierra high country.
In addition to financial support provided to WSER, Ultimate Direction will support WSER’s mission of stewardship on the trails that the 100-mile running race utilizes each June… ‘by promoting workdays, engaging its athlete team in volunteer opportunities, and donating necessary gear to make for safe and comfortable volunteer experiences.’
“Here at Ultimate Direction, we are so proud to be WSER’s official hydration solutions partner because we know the importance of hydration, especially during endurance events like this 100-mile race,” said Robyn Howard, Director of Brand and Marketing for Exxel Outdoors.
“Our mission is to create innovative products through rigorous testing by our athletes that improve performance and enjoyment for self-propelled pursuits. With WSER’s commitment to medical research on runners, delivering incredible experiences to athletes, and trail stewardship, we feel honoured to be able to support a non-profit that is doing so much good that aligns with our mission.”
Craig Thornley, Race Director of Western States Endurance Run, said “We are excited to announce that Ultimate Direction will be partnering with our event as our official hydration solutions partner.
“WSER has always had a tremendous amount of respect for Ultimate Direction’s long and influential history as an unquestioned leader in our sport. Just as WSER always attempts to honour our past while working to step confidently into the future, Ultimate Direction has always worked exceptionally hard and with great success to do the same.”
www.ultimatedirection.com
www.wser.org
