296 Ultimate Direction
CORE VALUES
Ultimate Nordic
ULTIMATE PEOPLE
We are nothing without the people in our community , which is why we invest in our relationships above all else . We believe that an empowering , supportive and welcoming environment brings out the best in people and champions the success of those who crave it .
PASSION We are passionate about what we do and who we do it with . It ’ s an attitude that ’ s naturally infused in self-propelled sports , and it ’ s our point of reference for the products we develop and the relationships we establish along the way .
COMMUNITY We thrive on collaboration and community . We strive to develop meaningful connections with our customers , athletes , retailers and suppliers to not only build a better product , but to welcome diverse perspectives into the conversation .
ULTIMATE PERFORMANCE
We are driven by performance because it allows us to learn , evolve , adapt and succeed . Our focus on innovation and quality means we ’ re always asking questions , challenging the status quo and searching for a better solution .
INNOVATION We are industry leaders that embrace forward-thinking ideas . We trust that leaving our comfort zone and taking calculated risks are the ingredients for achieving new goals and solving real problems .
QUALITY We hold ourselves to a high standard , because excellence is key when seeking the best performance . We rigorously test and stand by every product we make to ensure a high-level of integrity , safety and reliability that our customers know and expect from us .
ULTIMATE PLANET
We have a responsibility to make decisions that positively affect the prosperity of people and the planet . Reducing our impact on the world while growing our commitment to stewardship in as many ways as possible is fundamental to our lives and the outdoors .
SUSTAINABILITY We strive to leave the smallest impact on our planet for the benefit of future generations by making sustainable decisions in our business and manufacturing processes and choosing quality , durable materials that last for the long haul .
CONSERVATION We foster respect and care for the outdoors by educating ourselves and others about protecting this place we love . We invest in environmental stewardship as a member The Conservation Alliance