Bicycle enthusiast, Michael Eidson, is competing in the "Hotter'N Hell 100." And that's exactly what it is: a 100-mile road race in the grueling summer heat of Wichita Falls, Texas. Water is vital to surviving the race, and there are few places to refill a water bottle. Eidson, an emergency medical technician by trade, decides to fill an IV bag with water and slip it into a white tube sock. Yes, a tube sock. Then he stuffs the contraption into the back of his bike jersey, throws the thin hose over his shoulder and clamps it with a clothespin.
Hands-free hydration is born.THE REST IS HISTORY
It took courage, conviction and imagination to evolve from an IV bag in a tube sock sold by a motorcycle-driven sales force of one. Our core values remain the same and drive everything we do - from inventing the hydration category to becoming the world's leading maker of hydration solutions.