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MISSION has recently unveiled a new temperature-control technology that the company says provides 30 percent greater cooling power than its original cooling towels. MISSION’s products are designed to help athletes combat the effects of heat and over-heating.
“HydroActive Max” is made of a durable, soft-touch fabric that is machine washable and has built-in chemical-free technology. The newest towel is part of a portfolio of products, including instant cooling hats, helmet liners and headbands.
MISSION timed the launch of its new HydroActive Max to coincide with National Heat Safety Awareness Day, the last Friday in May. Marketing in support of the launch features star athletes Serena Williams, Dwyane Wade and Drew Brees. Throughout the summer, MISSION will use #heatsquad across social media to raise awareness of heat-related issues.
Heat-related illnesses and deaths are on the rise and are largely preventable, the company believes. In response to alarming statistics, MISSION launched the Heat Safety Week initiative to help educate and raise awareness of issues affecting millions of youth athletes across the U.S. The brand’s partnership with the Korey Stringer Institute and Dr. Douglas Casa, its CEO and professor of kinesiology at the University of Connecticut, continues to inform scientific developments that lead design innovations.
Launched in 2009 by a group of world-class athletes including Serena Williams, Dwyane Wade, David Villa, John Tavares and others, MISSION works with medical doctors, scientists and athletes to develop temperature-control technologies that maximize athletic performance and recovery.