Summer Points to Need for Heat Safety Awareness

By Mission, Special for  USDR

MISSION, the first and only line of Athlete-Engineered™ products and the market leader in the thermoregulation category, announced a partnership with racing champion Jimmie Johnson and Lowe’s, kicking off the start of a national awareness campaign focused on heat  safety.

“I am excited to join forces with MISSION to raise awareness for something that impacts so many hard working people every year,” Johnson said. “As a six-time NASCAR champion, I know firsthand the serious effects heat can have on your body, which can impact your performance and safety. Your body is like a car, and we all know what happens when your car overheats – it stops working.  This heat safety initiative with MISSION and Lowe’s is tremendously important for everyone – athletes, workers and families  everywhere.”

Working in partnership with the Korey Stringer Institute (KSI) at the University of Connecticut, the world’s leading organization focused on Heat Safety, MISSION is launching a nationwide campaign with Lowe’s focused on raising awareness on the dangers and importance of heat safety – in the field and on the job  site.

“MISSION has been a leader in thermoregulation since the category emerged four years ago,” said Mike Tummillo, SVP and general merchandise manager for building and maintenance at Lowe’s. “We’re proud to bring consumers innovative products that solve real problems by raising awareness of the critical importance of heat safety, particularly for those who work long hours in the  heat.”

The multi-faceted campaign will include a national mobile tour, national TV commercials, digital and social media, in store promotions around the MISSION “Fuel & Cool™” initiative and job site visits – all with a goal to raise awareness about the importance of staying cool and safe this  summer.

“We’re honored to have Jimmie Johnson join MISSION and help us raise awareness of the dangers of workplace related heat illness. Jimmie, Lowe’s and MISSION all share the vision and passion for continuing to lead the market with the best in class products, and the most important information, science and research around heat safety,” said Josh Shaw, Founder and CEO of  MISSION.

Johnson joins a diverse, celebrated roster of professional athletes that support MISSION, including Dwyane Wade, Serena Williams,Reggie Bush, David Wright, and Mia Hamm.  MISSION’s groundbreaking products are recognized for keeping athletes safe in both practice and competition mode, and include the popular EnduraCool instant cooling  towels.

Launched in 2009 by a group of elite, world class athletes including Dwyane Wade, Serena Williams, Reggie Bush, David Wright and others, MISSION is pioneering Thermoregulating innovations to maximize athlete performance and recovery.  Working hand-in-hand with world-class doctors, scientists and athletes, MISSION is focused on changing the game – delivering groundbreaking, innovative and technologically advanced solutions to meet the growing demands of today’s athletes before, during and after competition.  The Company first unveiled its line of innovative EnduraCool™ instant cooling towels in 2012, and has since expanded the line to cover a wide range of instant cooling gear and accessories. The Company also has a dual MISSION. While delivering world-class product innovations, MISSION also makes an impact off the field of play through health and safety initiatives for youth athletes and proudly supports the charities of its athlete partners.  Find out about MISSION at and follow the brand on Twitter  @MissionAthlete.


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