NEW YORK, May 26, 2016 /PRNewswire/ -- MISSION Athletecare, the definitive market leader in the rapidly emerging Thermoregulation category, today announced the funding of a state-of-the-art Thermoregulation performance lab at the University of Connecticut's Korey Stringer Institute.
With this 10 year agreement, MISSION has pledged its unwavering support to combat one of the most dangerous and leading causes of injury and even death among young athletes in the US and globally. The new MISSION Performance & Safety Lab will be used to understand how to best treat exertional heat illness and how to optimize performance in the heat for athletes of all levels. The facility will be available for use by outside companies and organizations to maximize research opportunities in heat safety awareness as well as other areas of temperature extremes.
Since 2014, MISSION has been working closely with the Korey Stringer Institute, the world's leading non-profit organization focused on heat safety, to bring awareness to the dangers of exertional heat stroke, especially for young athletes. MISSION is the leading voice and innovation pioneer for Thermoregulation around the country and its core focus is to keep athletes safe and performing at their best through best-in-class technology, science and research.
"MISSION's goal is to deliver the best Thermoregulation technologies that help athletes maximize their performance and safety in training and competition," said Josh Shaw, Founder & CEO of MISSION. "This state-of-the-art facility will help us better understand how to keep athletes safe in extreme temperatures, and deliver game-changing innovations that are as much about performance as they are about safety. We're manically committed to athletes at every level of play, and we will continue to raise the bar for athletic performance and safety."
The MISSION Performance & Safety Lab will be able to fully control the temperature and humidity in the chamber, as well as create radiant heat and the equivalent of full sunlight to truly mimic an outdoor environment. The chamber is capable of reaching over 110 degrees Fahrenheit and can also reach 90% humidity. The lab will be the first of its kind to include a comprehensive cooling environment that includes both cold water immersion and radiant heat.
"We are incredibly excited to expand our partnership with MISSION Athletecare and advance our heat safety research and testing," said Dr. Douglas Casa, Chief Executive Officer of The Korey Stringer Institute. "The state of the art facility will allow us to continue to combat one of the leading causes of illness and death in sports. MISSION's commitment to Heat Safety is both unique and exemplary, and speaks volumes to their DNA as true leaders in the sports industry."
The announcement coincides with MISSION's second annual Heat Safety Awareness Week. All of MISSION's athletes are joining forces this week to raise awareness on the importance of heat safety.
For more information, visit www.mission.com.
Launched in 2009 by a group of elite, world class athletes including Serena Williams, Dwyane Wade, Drew Brees, Carli Lloyd, David Villa and others, MISSION is pioneering Thermoregulating innovations to maximize athlete performance and recovery. Working hand-in-hand with world-class doctors, scientists and athletes, MISSION is focused on changing the game by delivering groundbreaking, innovative and technologically advanced solutions to meet the growing demands of today's athletes before, during and after competition. The Company first unveiled its line of innovative EnduraCool instant cooling towels in 2012, and has since expanded the line to cover a wide range of instant cooling gear and accessories. The Company also has a dual MISSION. While delivering world-class product innovations, MISSION also makes an impact off the field of play through health and safety initiatives for youth athletes and proudly supports the charities of its athlete partners. Find out about MISSION at www.mission.com and follow the brand on Twitter @MissionAthlete. #onamission
About the Korey Stringer Institute:
In August 2001 Korey Stringer, a Minnesota Vikings offensive lineman, passed away from exertional heat stroke. During Korey Stringer's five year tenure in the NFL, he earned Pro Bowl honors. From the time of Korey's death, his wife, Kelci, worked tirelessly to develop an exertional heat stroke prevention institute to honor her husband's legacy. Her efforts were brought to life together with exertional heat stroke expert Douglas Casa, Ph.D, ATC at the University of Connecticut in April 2010.
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SOURCE MISSION Athletecare