MISSION Athletecare™, the innovative pioneer of the cooling category for sports and athletics today, formally launched its summer EnduraCool mobile tour, the largest and most expansive consumer program the brand has undertaken to date. Covering 14 states and over 100 days long, the tour’s goal is to raise awareness on the dangers of heat illness and the benefits of using cooling strategies, like cooling towels to stay healthy and maximize performance. The tour will combine event giveaways, product sampling, heat safety information and social media along with a retail program tied to tour stops.

“We have always felt that all of our products are experiential, and by creating this mobile tour we now literally have a vehicle where thousands of active consumers can learn more about the dangers of heat related illness and try our products first hand at some of the biggest sports and entertainment events across the country,” said CEO Josh Shaw.  “It is going to be a hot summer, and we have the perfect line of products to make sure an active audience can stay educated, informed and most importantly, cooled down from coast to coast.”

The tour unofficially kicked off the in late May and is making its way across the country visiting baseball, beach volleyball, outdoor basketball, racing, tennis, concerts, beaches, camps, marathons and more through the end of August.

In addition to the onsite activation, MISSION has launched a social campaign with the hashtag “#ThatsCold.” The campaign will tie all forms of consumer-generated social media to the tour, with the most innovative postings receiving prize packs and other custom giveaways from MISSION and its athlete partners.