Madison to distribute USWE hydration line

Madison has followed the addition of Jimmy’s Iced Coffee with hydration backpack label USWE.

Hailing from Sweden, USWE has been producing backpack product since 2007 and is now offering a range of hydration packs for mountain bikers, runners and skiers.

Counting Steve Peat among its users, USWE has developed its packs, among other hydration accessoriesmad alongside top athletes. Technologies include the proprietary ‘No More Dancing Monkey’ technology; a revolutionary 4-point suspension harness system that makes the pack seem like it is not even there. It is this system that has been critically praised by the likes of Singletrack and Enduro Mountain Bike magazines.

Per-Ola Ovin, CEO at USWE Sports AB, said: “We’re very pleased to announce that Madison is the new USWE distributor for United Kingdom. This co-operation is effective immediately with our products available through Madison’s dealer stores. Together we see huge potential to expand our brand awareness and market share in the UK and we aim to make USWE one of the top-selling hydration pack brands.”

Madison will begin distributing USWE products in the UK and Ireland from Monday 23 May. If you have a stocking enquiry, please get in touch with your local sales agent or visit