Overheating, heat illness and heat stroke are major concerns amongst today’s athletes. Core body temperatures exceeding 104 degrees can cause serious, even critical damage to internal organs. It remains among the leading causes of preventable sports injury according to the National Sports Safety Organization. Aside from safety concerns, when overheated, athletes cannot exert as much energy, impeding their peak performance. Current methods for cooling off, whether it’s a bag of ice, pouring water over the head or using heavy chemically-treated rubber cooling pads, all fall short of an athlete’s needs – both in form and function. MISSION’
“At MISSION, the lab team and elite athletes are always trying to solve unique problems that affect performance,”
MISSION’s EnduraCool fabric absorbs moisture and perspiration into the fabric core, and the unique “radiator-
“We did extensive research among athletes, trainers and coaches in our development process,” said Mark French, the head of Corporate Development and Innovation at MISSION, “Their feedback was clear and present, ‘with the exception of concussions, overheating has quickly become one of the most pervasive sports dangers facing athletes, and providing an effective and functional solution to address this growing problem would be a major step forward in the world of sports’. EnduraCool uses a proprietary technology to give athletes an intelligent way to cool down – both during and after competition.”
When dry, the fabric acts as a superabsorbent cloth – but when it’s wet and snapped in the air, the technology activates, cooling the fabric to nearly 59 degrees in just a few minutes. The cooling effects last for hours, and are easily reactivated by simply re-wetting the towel. The fabric also has an Ultraviolet Protection Factor (UPF) 45 to provide sun protection when covering the skin. “This is a game changing technology – I can’t tell you how many times I’ve had to soak myself with water to keep my body temperature down during workouts. EnduraCool allows me to keep cool with little effort.” Said Georges St-Pierre.
MISSION athletes from across the sports world, from the Basketball to Baseball, Golf to Tennis, MMA to Running, will be using these products to help them keep cool in training and competition.
“This product is perfectly designed for golfers and caddies. I play in the sun the vast majority of the year, and overheating can have a huge impact on your ability to play – at any level. I have two with my caddy at all times. One to dry my hands, one for a quick hit of cool between walking the fairway.” Said Sergio Garcia
“The first time the lab team demonstrated the technology, I was blown away,” said Serena Williams. “They put the fabric in 125 degree water. They wrung it out and snapped it in the air. Within minutes the temperature of the fabric measured 59 degrees. The opportunity for this technology in Tennis is huge. When we have a break in between matches, we need to cool down fast”
The EnduraCool Instant Cooling Towel comes in two sizes, large and regular. They are designed for a variety of cooling zones including the head, neck and shoulders. They are reusable and machine-washable.
“Coming off the meteoric success of our Court Grip and Power Grip innovations last year, we knew EnduraCool had all the right ingredients as our next “game-changer”
For its initial launch, EnduraCool will be available in four colors and sold for a $14.99 SRP (Large Size) and a $12.99 SRP (Regular Size) at select Sporting Goods and Footwear retailers nationwide including Dick’s Sporting Goods, Sports Authority, Foot Locker, Finish Line, Modell’s, Hibbett Sports and Sports Chalet. It will also be available at MissionAthletecare.com.