It's 1988.Bicycle enthusiast, Michael Eidson, is competing in the "Hotter'N Hell 100.", a 100-mile road race in the grueling summer heat of Wichita Falls, Texas. Eidson, an emergency medical technician by trade, decides to fill an IV bag with water and slip it into a white 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. The core values (courage, conviction and imagination) remain the same and drive everything we do - from inventing the hydration category to becoming the world's leading maker of hydration solutions.