NEW YORK, May 5, 2016 /PRNewswire/ -- MISSION Athletecare, the market leader in the rapidly emerging Thermoregulation category, today announced that 37.5 technology, the leading textile innovation by Cocona, Inc., was selected after an exhaustive innovation search to power the new, exclusive MISSION VaporActive collection.
Building upon the meteoric success of the MISSION EnduraCool line, which provides an instant cooling effect with a smart wet-to-cool technology platform, the new MISSION VaporActive line being unveiled this May will employ an even smarter dry-to-cool technology platform, powered by 37.5, for the products that athletes specifically say they want dry and cool – like underwear, socks and baselayer.
Patented 37.5 technology is permanently embedded at the fiber level, and dramatically increases the surface area of traditional fibers by over 300%, creating a hyper drying environment that helps efficiently manage temperature and humidity by capturing and releasing moisture vapor. This enables the athlete to spend less metabolic energy on cooling their body, and more energy on peak performance. By helping athletes enhance peak performance, 37.5 technology makes the MISSION VaporActive line an immediate leader in the dry cool category, and continues to demonstrate MISSION's commitment to delivering best-in-class technologies for thermoregulation.
"MISSION is leading the conversation and pioneering the delivery of innovative ways to enhance performance and recovery through Thermoregulation technologies, and we are excited to partner with 37.5 to continue delivering on that quest," said Josh Shaw, Founder and CEO of MISSION. "The two biggest complaints we've heard from athletes using other competitive products are that wicking merely moves moisture around, and topically applied technologies just washes out, ultimately quitting on the athlete. The new MISSION VaporActive line powered by 37.5 hits both of these problems head on – physically removing moisture from the textile, making it drier, cooler and lighter, and the technology is embedded at the fiber level, so it is designed to never wash out or quit on the athlete. As an athlete-owned company, we are committed to the relentless pursuit of delivering the best technology available for Thermoregulation.
"We are very excited to be partnering with a company that shares our passion for sports and technology," said Jeff Bowman, Chief Executive Officer of 37.5. "MISSION pushes the envelope with game-changing innovations and their commitment to athletes and their performance is unparalleled. We look forward to integrating our exclusive technology into their new MISSION VaporActive collection, and more in the future."
MISSION prides itself on developing, designing and delivering game-changing innovations that enhance performance and speed up recovery through temperature-control technologies. MISSION's VaporActive launch will be led by Dwyane Wade, Reggie Bush, David Villa and more.
MISSION's VaporActive collection will be available this spring at leading retailers such as Dick's Sporting Goods and online.
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
37.5 technology was created by Cocona Inc., a world leader in active particle technologies currently used to enhance the technical performance of clothing, footwear and sleep systems. The Company is headquartered in Boulder, Colorado. For more information, visit www.thirtysevenfive.com.
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SOURCE MISSION Athletecare