Industry Press Releases

MISSION Announces Roster Of World-Class Athlete Partners To Support New Line Of Innovative Heating Technologies For Training And Competition

Wednesday, Dec 21, 2016

MISSION, the sports performance leader in Thermoregulation technologies, announced today that world class athletes including recently announced MLS MVP David Villa, NBA All-Star Dwyane Wade, US Women's National Soccer Captain Carli Lloyd, and NHL All-Star John Tavares will all be promoting their new Heating line of Accessories & Gear.

The new Heating line includes a full range of Accessories & Gear, including High Performance Gloves, Scarves, Headbands, Beanies, Balaclavas, Neck Gaiters and Baselayer Tops and Bottoms.  The ultra-lightweight and breathable Heating collection is entirely constructed to deliver superior warmth without the weight, while keeping athletes dry during training and competition.

As the global leader in Thermoregulation, MISSION is once again setting a new standard for microclimate management and temperature control to enhance performance and comfort for athletes at all levels of play.  From its new Performance Gloves that are carbon-infused and promote 20% greater heat retention than standard fleece, to its new Performance Baselayer Tops & Bottoms that are powered by 37.5® technology and keep you super warm and dry, MISSION's latest product innovations, further reinforce the company's focus on cutting edge technologies for enhancing performance through temperature control.

"We are an Athlete-First company.  Everything we do at MISSION is focused on enabling performance through innovative temperature control technologies.  For cold weather training, our athletes told us that in addition to staying warm, dealing with moisture is a major concern," said Scott Birnbaum, Chief Marketing Officer for MISSION.  "It's widely known that moisture amplifies the effects of the climate, and when athletes sweat in the cold, it makes them feel significantly colder. Our new line of MISSION Heating tackles this head on.  We call it warmth without sweat because it is warm, light and most of all ultra-dry."

"With my recent move from Miami to Chicago, I am now doing my outdoor training in much cooler weather.  The new MISSION Heating line allows me to train in the Chicago weather conditions without having to worry about bulky cold weather gear. Also, my gear stays completely dry during my workouts, even though I am working out with tremendous intensity," said Dwyane Wade.

"I train and compete all year round, in all types of weather conditions, so I need to have the best possible cold weather gear that allows me to perform at my highest level.  MISSION's new line of heating accessories are super lightweight and comfortable, but they also keep me warm and dry during those cold fall/winter days," said Carli Lloyd.

The roster of athletes will support the line via Social Media, Public Relations and Retail appearances.

The line is currently available at leading retailers such as Dick's Sporting Goods, Academy Sports, Target, Lowe's, and

For more information, visit

Launched in 2009 by a group of elite, world class athletes including Dwyane Wade, Serena Williams, Drew Brees, David Villa, Reggie Bush, Carli Lloyd 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 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 and follow the brand on Instagram, Twitter and Facebook @MissionAthlete. #onamission.

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