NEW YORK--(BUSINESS WIRE)--MISSION Athletecare®, the first and only line of Athlete-Engineered® products, today announced its new partnership with All-Star Carmelo Anthony, and unveiled the launch of Power Grip™ - his signature product that will give athletes a competitive edge.
Sweaty hands pose serious problems for athletes – not just in basketball, but in all sports that depend on an athlete’s ability to maintain a strong grip on a ball, stick or racket. With the launch of Power Grip, athletes will finally have the solution they need: applying only a few drops of Power Grip to their hands delivers instant and sustained dry grip. MISSION’s proprietary “liquid chalk technology” is designed to work immediately to give athletes a better grip and the confidence that comes with it – exactly what athletes need when playing to win.
“When your hands are wet, your grip is slippery – and that can lead to a ton of problems for your game,” said All-Star Forward, Carmelo Anthony. “Ask any athlete: sweaty hands can mean all the difference with a shot, a pass, a block and, most importantly, your confidence. Nothing else has worked in the past. The chalk is messy, and is really just for show, and wiping your wet hands on wet shorts doesn’t help either. Power Grip changes all that.”
“The data speaks for itself,” said Mark French, President of the MISSION Basketball division. “A Pace University survey of over 50 college and high school coaches showed that over 80% of coaches have players who are negatively impacted by lack of hand grip due to sweat accumulation on their hands. That’s a huge problem for teams and athletes at all levels of play, and Power Grip delivers the solution.”
MISSION’s proprietary formula was developed and tested with Carmelo over the last 6 months, honing the product’s ability to improve grip at the very highest levels of athletic performance. Powder, chalk and towels only offer temporary relief, and often create secondary problems: they leave dust and dirt on the floor that can lead to slips and injury. Power Grip allows athletes to avoid those challenges, and comes in a pocket-size applicator for easy-to-use portability and convenience.
“Carmelo is unequivocally one of the most dynamic and elite athletes in the world,” said Josh Shaw, Founder of MISSION. “If we can jointly engineer a product that meets his level of play, we know the product will work well for everyone.”
MISSION is the first and only line of Athlete-Engineered™ products designed to improve performance and safety in competition. Led by a premier group of world-class athletes including Serena Williams, David Wright, Georges St-Pierre and Mia Hamm among others, the company is pioneering an entirely new category in the sports industry called Athletecare™.
MISSION and its elite athlete partners know that athletes have a unique set of needs – before, during and after their training or competition. To meet those dynamic needs, the MISSION Lab Team is spearheaded by world-renowned doctors, scientists and athletes – who collaboratively engineer the MISSION products to meet the highest demands of performance. From a sunscreen that is clinically proven to not sting your eyes to a proprietary Anti-Friction Cream that lasts up to five times longer than the competition, MISSION is focused on true product innovations that are unmatched in the marketplace – and give athletes the advantage they need.
Today, MISSION has over 25 high-performance product innovations in its portfolio and is sold in nearly 10,000 stores across the U.S. including Dick’s Sporting Goods, Foot Locker, Hibbett Sports, CVS/pharmacy and on www.missionathletecare.com.
The company also has a dual MISSION. While delivering world-class product innovations, MISSION also makes an impact off the field of play through its “Athletes On a Mission” program, which recognizes, rewards and inspires youth athletes that give back to their communities. MISSION is setting a new standard in “high-performance” on all levels.