While it hasn’t been the hottest of summers in the Northeast, the folks at MISSION Athletecare have taken to the streets to make sure everyone stays cool no matter what the temperature, and with that, stay healthy as well. The New York-based company is the first and only line of athlete-engineered products designed to enhance performance in training and competition.

Co-founded in 2009 by a premier group of world-class athletes including 13-time Grand Slam Tennis Champion Serena Williams, 7-time MLB All-Star David Wright and Gold Medal Soccer Champion Mia Hamm, MISSION boasts more than 25 high-performance product innovations and is sold in nearly 20,000 stores across the U.S. MISSION works with its world-renowned athletes, doctors and scientists to engineer products that help athletes prepare, perform and rehab from training or competition.
 
But how do they make sure everyone understood the "MISSION mission" this summer? Take to the streets.

So in early May, the company set off on a national grassroots tour to promote Enduracool directly to customers in the warm summer months. Stops included everything from concerts to tennis events, NASCAR to Minor League Baseball, grassroots soccer to the AVP, all with the idea of showing off their product and generating buzz that can only come from hands-on experience.
 
Some of that hands on experience literally came this past week, with MISSION adding another sponsorship to the end of their summer-long promotion, this one with the John McEnroe Academy and their annual fundraiser at Sportime Randall’s Island. While not massive in scope, the facility was sold out at about 1,500 fans, the event gave MISSION a chance to get in front of decision makers and some high level athletes like world number one Novak Djokovic, who used the towels to keep cool during his exhibition match with Wimbledon junior champ Noah Rubin, and then in a doubles match with actor Ed Norton against New York Rangers star Henrik Lundqvist and McEnroe.

What did CEO Josh Shaw hope to earn from an event this small after such big events all summer?
 
“As the pioneer of Thermoregulation, MISSION is entirely dedicated to helping athletes maximize performance, health and safety,” he said. “The John McEnroe event gives us the perfect opportunity to showcase our revolutionary EnduraCool Instant Cooling Technologies while also supporting John’s foundation focused on the future of youth tennis in the US – which is completely aligned with who we are at the core.  John, Novak, Henrik and Ed looked really good out on the court, but they looked great on the sidelines wearing the MISSION EnduraCool Towels during their cooling breaks!”
 
Cooler summer, hot product with some sizzling stars. Not a bad way to wrap up a great business summer.