NEW YORK, May 24, 2017 /PRNewswire/ -- MISSION®, the leading performance brand with a singular focus on temperature control technologies, announced today the launch of its latest game-changing innovation, the new patent-pending HydroActive Max™ Instant Cooling Towel. Proven to provide up to 30 percent greater Cooling Power™ than the original cooling towels, the HydroActive Max Technology sets a new standard for all instant cooling products. Designed by athletes and engineered by industry experts, the HydroActive Max Instant Cooling Towel provides a durable, soft-touch fabric that is machine washable and has built-in chemical-free technology that delivers steeper and longer-lasting cooling benefits for athletes at every level.
Since launching its first Instant Cooling Towel in 2012, MISSION has emerged as the leader in cooling technologies and expanded its offering to include instant Cooling Hats, Helmet Liners, Headbands, and more. In just under five years MISSION has sold tens of millions of Cooling Towels and Accessories to elite athletes and active individuals at all levels.
"We are maniacal about innovation to enhance athletic performance. When we launched the cooling category in 2012, we set a new standard for on-the-go and on-demand cooling to help athletes everywhere better combat the effects of heat and over-heating. While many companies have tried to follow us in the cooling category, we have, and always will, focus our energy on leading it," explains Founder and CEO Josh Shaw. "The launch of our new HydroActive Max Cooling Towels reflects our unwavering commitment to deliver game-changing innovations for athletes. When your Co-Founders and partners are Serena Williams, Dwyane Wade, Drew Brees, David Villa, and Carli Lloyd, you lead by definition."
MISSION has timed the launch of its new HydroActive Max to coincide with National Heat Safety Awareness Day, which lands annually on the last Friday in May. In support of the launch, MISSION taps its impressive roster of athlete partners for a multifaceted marketing campaign featuring Serena, Dwyane, and Drew. The multi-million-dollar campaign includes television, digital, and social advertising (click here for video). In addition, each athlete is also planned to engage their fans by increasing awareness of this important initiative, and MISSION has created a #heatsquad where social influencers across sports and lifestyle verticals will come together to raise awareness of heat-related issues throughout the summer.
"MISSION is one of the best at listening to what we [athletes] need in terms of products that help us compete at the highest level. They understand, that in addition to your opponent, sometimes you are actually competing against the heat," explains Serena Williams. "I've used the new Max towel during countless training sessions and intense major tournaments and the MISSION towels cool me down instantly so I can focus on competing. There is no other cooling towel like MISSION. It works."
"I train hard, and to compete at the highest levels I need to be able to get cool fast," says Dwyane Wade. "The MISSION Max Cooling Towel provides an instant energizing and cooling effect so I can finish the game as strong as I started it. It's a game changer."
Heat-related illnesses and deaths are on the rise and are largely preventable. In order to raise awareness and combat future deaths, MISSION launched the "Heat Safety Week" initiative to help educate and raise awareness for this critically important initiative effecting millions of youth athletes across the U.S. The brand's long-standing partnership with the Korey Stringer Institute and its CEO and Professor of Kinesiology at UCONN, Dr. Douglas Casa, continues to inform scientific developments that lead design innovation at every level. "MISSION's commitment to advancing thermoregulation to benefit athletes at all levels is what separates MISSION from everyone else," says Dr. Casa. "Practicing simple and cost-effective heat safety techniques are the best ways to avoid heat illness and maximize performance and through its innovative cooling products and programs like 'Heat Safety Week,' MISSION is helping to ensure everyone can safely perform exercise in the heat this summer."
Launched in 2009 by a group of elite, world-class athletes including Serena Williams, Dwyane Wade, David Villa, John Tavares and others, MISSION is pioneering the Thermoregulation category, delivering innovative temperature-control technologies that maximize athletic performance and recovery. Working hand-in-hand with top medical 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 athletes before, during and after competition. The Company first unveiled its line of innovative instant cooling towels in 2012. The Company also has a dual MISSION. While delivering game-changing 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 Instagram, Twitter and Facebook @MissionAthlete. #onamisson
To view the original version on PR Newswire, visit:http://www.prnewswire.com/news-releases/mission-the-global-leader-in-cooling-technologies-unveils-the-hydroactive-max-instant-cooling-towel-with-30-percent-greater-cooling-power-300463194.html