Sporting goods manufacturer Mission Athletecare hopes to boost its marketing footprint this year after collecting $35 million during its most recent round of financing.
The company — which sells self-cooling towels and garments, grip-enhancing spray, sunscreen and other personal care products — will pursue a mix of individual athlete endorsements, product-centric team partnerships and event deals in youth sports.
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The command center went to more than 100 events in 2014.
Photo by: COURTESY OF MISSION ATHLETECARE
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“We’re not in the traditional paid sponsor strategy zone,” said Josh Shaw, the company’s president. “We’re looking for authentic placement of our products on sidelines and at events.”
Shaw declined to comment on which teams or sports the company would target.
Meanwhile, David Cohen, vice president of global sports marketing, said Mission would also pursue partnerships in the marathon, mud run, triathlon and active sports segment. Since many of the company’s products focus on heat control, Cohen said, the company would be looking for summertime events.
“We want properties that are flexible and creative,” Cohen said. “Someplace where we can be an organic player.”
The company’s current event marketing strategy centers on a mobile Mission Command Center truck, which in 2014 went to more than 100 concerts, games, running races and youth sporting events. Created in-house by the company’s marketing team, the vehicle will again target grassroots events during its 14-week tour in 2015.
“Youth camps are really important to us,” Cohen said.
Shaw founded the company in 2009 alongside its chairman, Ray Sozzi, with the idea of creating a new segment in the sporting goods industry: personal care products for athletes. The company invited pro athletes to buy into the company as equity partners, and Mission’s list of equity owners includes Dwyane Wade, Serena Williams and Mia Hamm. Shaw said that athletes own about 15 percent of the company.
The most recent round of funding, overseen by investment bank Piper Jaffray, comes after a period of rapid growth for the company. Since August, the company has expanded from 16 to 32 employees at its Manhattan-based office. Mission products are now sold in big box sports retailers Dick’s Sporting Goods, Modell’s and Sports Authority, as well as mainstream retailers Bed Bath & Beyond and Lowe’s.
Shaw said the latest capital round would allow Mission to acquire smaller competitors in the personal care category.
“We’re creating a category between hydration and performance equipment,” he said.
Fred Dreier is a writer in Colorado.
