By Barry Janoff
May 5, 2016: Mission AthleteCare is gathering its roster of brand ambassadors-investors for a multi-platform effort to support the launch of its VaporActive line, which puts the company onto a sports apparel playing field that includes the likes of Under Armour, Nike and adidas.
The collection, anchored by underwear, socks and T-shirts. will see Dwyane Wade, Reggie Bush, David Villa and others tout the advantages of what is described as the next generation of wicking garments, which are designed to move sweat from the body to the outside of clothing and then quickly evaporate, keeping the wearer's temperature from getting too hot or cold.
In addition to endorsing the company, each athlete aligned with Mission AthleteCare is also an investor and part of the overall team that helps to develop and test products.
Mission AthleteCare said its VaporActive line is part of the "rapidly emerging thermoregulation category," defined as the "ability of an organism to keep its body temperature within certain boundaries, even when the surrounding temperature is very different."
"The two biggest complaints we've heard from athletes using other competitive products are that wicking merely moves moisture around, and topically applied technologies just washes out, ultimately quitting on the athlete," Josh Shaw, founder and CEO for Mission AthleteCare, said in a statement.
Mission said its products were created using 37.5 technology, a textile innovation from Cocona, a Boulder-Colo. company involved with "active particle technologies."
"Mission is leading the conversation and pioneering the delivery of innovative ways to enhance performance and recovery through thermoregulation technologies, and we are excited to partner with 37.5 to continue delivering on that quest," said Shaw.
Marketing will use the theme, "Vaporize Your Sweat," with such proclamations as "Introducing VaporActive, powered by 37.5 technology, (which) works to evaporate sweat as fast as you can produce it — keeping you cool, dry and comfortable."
Cocona, which has recently rebranded itself as 37.5 to reflect its technological driver, has also worked with such companies as New Balance, Puma, The North Face, adidas, Under Armour, Eddie Bauer and Asics.
The number refers to the idea that, "for the average person, the body strives to maintain an ideal core body temperature of 37.5°C," per the company.
“The new name, logo and messaging are more in line with our brand promise,” Jeff Bowman, CEO for 37.5, said in a statement. "Importantly, they focus on the benefit rather than the ingredient."
The new Mission VaporActive line "powered by 37.5" seeks to address the problems raised by Shaw by "physically removing moisture from the textile, making it drier, cooler and lighter; and the technology is embedded at the fiber level, so it is designed to never wash out or quit on the athlete," according to Mission AthleteCare.
New York-based Mission said that the patented 37.5 technology is "permanently embedded at the fiber level, and dramatically increases the surface area of traditional fibers by over 300%, creating a hyper-drying environment that helps efficiently manage temperature and humidity by capturing and releasing moisture vapor."
According to Mission AthleteCare, this enables an athlete to spend less "metabolic energy on cooling their body, and more energy on peak performance."
"Mission pushes the envelope with game-changing innovations and their commitment to athletes and their performance is unparalleled," said Bowman. "We look forward to integrating our exclusive technology into their new Mission VaporActive collection, and more in the future."
Mission AthleteCare recently has had success with Enduracool towels and products, which, via a principle opposite that of VaporActive, prevents cold water in the fabric from evaporating, enabling it — and its wearer — to remain cooler longer than with a normal towel.
Although the company did not specify which other brand ambassadors-investors would be involved in marketing VaporActive, its roster also includes Serena Williams, Drew Brees, Carli Lloyd, Mia Hamm, Gretchen Bleiler, John Tavares, David Wright and Sergio Garcia.
Reggie Bush Photo Credit: Therese Sommerseth