As the summer months approach us, MISSION Athletecare, the world’s first and only Athlete-Engineered company are launching their EnduraCool Instant Cooling Towel onto the European market, a revolutionary non-chemical fabric that delivers fast, long lasting cooling effects to enhance performance and combat overheating for all athletes, at all levels of play.
Co-founded in 2009 by a premier group of world-class athletes including 13-time Grand Slam Tennis Champion Serena Williams, to create products that uniquely address athlete challenges and tackles a pressing and universal athlete issue: overheating.
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 Organisation. 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.
“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.
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.
“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.
“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 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.
The EnduraCool will be sold at £15 – £17.50 RRP at http://www.prodirect.co.uk