NEW YORK, April 27, 2012 – Just in time for the grueling summer months, MISSION Athletecare™, the world’s first and only Athlete-Engineered™ company unveiled the EnduraCool™ Instant Cooling Towel, a revolutionary fabric technology that delivers fast, long lasting cooling effects to enhance performance and combat overheating for all athletes, at all levels of play.

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’s EnduraCool technology delivers fast, sustained cooling effects in a soft, breathable fabric that instantly cools without feeling heavy and wet.

“At MISSION, the lab team and elite athletes are always trying to solve unique problems that affect performance,”  said Dwight Howard,  “Overheating affects us all, whether it’s on the blacktop, center court, or on the field, and we wanted to find a portable, reusable, and comfortable cooling solution to address this need.  EnduraCool is the one and only product to use!”

MISSION’s EnduraCool fabric absorbs moisture and perspiration into the fabric core, and the unique “radiator-like” fiber construction circulates water molecules while regulating the rate of evaporation over time to create a prolonged cooling effect.  This unique fabric is chemical-free, and does not wash out like some cooling technologies.

“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” in the market.  A true performance and safety product, the EnduraCool towels are helping to address one of the biggest and most serious problems facing athletes at all levels – overheating.  Whether you’re in middle school, high school, college, pro or intramural activities – keeping your body temperature down is key to peak performance and recovery.  If it works for Dwight Howard, Serena Williams, Georges St-Pierre and Sergio Garcia, you know it will work for anyone” said Josh Shaw, Founder and President.

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


MISSION is the first and only line of Athlete-Engineered products designed to enhance performance in training and competition. Launched in 2009, MISSION Athletecare has quickly become a driving force of innovation in the sports industry uniquely focused on products that help athletes prepare, perform and rehab from competition.

MISSION was co-founded by a premier group of world-class athletes including 13-time Grand Slam Tennis Champion Serena Williams, 7-time MLB All-Star David Wright and Gold Medal Soccer Champion Mia Hamm among others, all of whom wanted to be part of the solution to the void of Performance Care products available to athletes in the marketplace.

MISSION and its elite athlete partners know that people who lead an athletic lifestyle have different personal care needs – before, during and after their training or competition. To meet these dynamic needs, the MISSION Lab Team is led by world-renowned doctors, scientists and athletes – who collaboratively engineer the MISSION products to meet the highest demands of performance. From a sunscreen that is clinically proven to not sting your eyes to a proprietary Anti-Friction Cream that lasts up to five times longer than the competition, MISSION is focused on true product innovations that are unmatched in the marketplace – and give athletes the edge they need.

Today, MISSION has over 25 high-performance product innovations in its portfolio and is sold in nearly
10,000 stores across the U.S. including Dick’s Sporting Goods, Foot Locker, Hibbett Sports, CVS/pharmacy and on

The company also has a dual MISSION. While delivering world-class product innovations, MISSION also makes an impact off the field of play through The M Foundation, which promotes the health & safety of youth athletes and recognizes and rewards high school athletes that give back to their communities. MISSION is setting a new standard in “high-performance” on all levels.

Leave a Reply