Home / Knowledge / News / Textiles / Revolutionary fabric cooling towel by Mission Athletecare

Revolutionary fabric cooling towel by Mission Athletecare

28
Apr '12
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 super absorbent 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 tokeep my body temperature down during workouts. EnduraCool allows me to keep cool with little effort,” said Georges St-Pierre.


Must ReadView All

Pic: Shutterstock

Textiles | On 5th Aug 2021

US manufacturing activity grows in Jul; textile mills report fall: ISM

Economic activity in the US manufacturing sector grew in July, with...

Pic: Shutterstock

Textiles | On 5th Aug 2021

UK inflation to hit 3.9% in early 2022, 2% in 2023, predicts NIESR

UK consumer price inflation will reach 3.9 per cent early next year,...

Pic: Shutterstock

Retail | On 5th Aug 2021

Walmart again ranked largest firm by revenue, Amazon 3rd: Fortune

Walmart has been again ranked the largest company in the world by...

Interviews View All

Textile Industry, Head honchos

Textile Industry
Head honchos

Money never disappears-it just finds new opportunities

Textile Industry, Head honchos

Textile Industry
Head honchos

Trainers faced immense challenges as most were not tech-savvy

Textile Industry, Head honchos

Textile Industry
Head honchos

Next level is to inject new features:

Shambhu Nath Jha,

Shambhu Nath Jha

Leading research and consulting firm Fact.MR recently launched a report on ...

Andrea Pelissero,

Andrea Pelissero

Located near Milan, Italy, and with 50 years of experience in the textile...

Sanjay Vakharia,

Sanjay Vakharia

One of the first few Indian denim brands, Spykar, established in 1992, was ...

Shaan Sethi, Jaanuu

Shaan Sethi
Jaanuu

Jaanuu, a vertically integrated e-commerce company, has reimagined the...

Sameer Sonkusale & Rachel Owyeung, Tufts University

Sameer Sonkusale & Rachel Owyeung
Tufts University

A team at the Tufts University in Massachusetts was recently in news for...

Asif Rahman, MIP

Asif Rahman
MIP

MIP is a manufacturer and distributor of high-performance textiles and...

Ruma Devi, Gramin Vikas Evam Chetna Sansthan

Ruma Devi
Gramin Vikas Evam Chetna Sansthan

Ruma Devi is a jet-setting promoter of artisans who has empowered...

Sailesh Singhania, Sailesh Singhania Label

Sailesh Singhania
Sailesh Singhania Label

The Sailesh Singhania label was created to promote handwoven sarees and...

Niti Singhal, Twee In One

Niti Singhal
Twee In One

Best known for convertible clothing, Indian brand Twee In One by designer...

Press Release

Press Release

Letter to Editor

Letter to Editor

RSS Feed

RSS Feed

Submit your press release on


editorial@fibre2fashion.com

Letter To Editor






(Max. 8000 char.)

Search Companies





SEARCH

Leave your Comments


July 2021

Subscribe today and get the latest update on Textiles, Fashion, Apparel and so on.


Advanced Search