NBA Begins Partnership with Athlete-Engineered Mission Athletecare

December 21, 2011

The National Basketball Association (NBA) have secured a multi-year merchandising agreement with MISSION Athletecare, with the Athlete-Engineered product becoming the“Official Athletecare” of the League

The first NBA branded products Court Grip and Power Grip will debut when the NBA tips off the 2011-12 season on Christmas Day.

Developed in conjunction with Miami Heat All-Star Dwyane Wade, Court Grip features a patent-pending technology that helps combat court slippage and was tested extensively by Wade as well as the NBA Trainers Association (NBATA) where it was unanimously approved.

“My game is all about change of direction, speed and quickness and I am constantly looking for ways to get added traction,” said Wade. “I wanted to develop a product that truly helps players at all levels improve their performance. Court Grip helps me focus on my game and make my moves confidently without worrying about court conditions.”

Casey Smith, head athletic trainer for the NBA champion Dallas Mavericks and Chairman of the NBATA said, “Maintaining traction on courts is an issue for players and Court Grip addresses the problem better than anything we’ve ever used. We’re pleased to have helped bring this game-changing product to market.”

Power Grip features a unique and proprietary formula designed as a liquid-chalk technology, that instantly dries hands to provide a more secure and confident grip on the basketball. True to the MISSION athlete-engineered process, Power Grip was jointly developed and tested with New York Knicks All-Star Carmelo Anthony who uses it as a “go-to” product to keep his hands dry and improve his grip on the ball.

Josh Shaw, founder and president of MISSION Athletecare, said: “We’re very excited to launch our new partnership with the NBA. Starting with Court Grip and Power Grip, we will continue to lead the charge in developing game-changing innovative solutions that meet the unique needs of today’s athletes.”

Already considered one of the most successful sports accessory launches in sporting goods history, MISSION debuted Court Grip and Power Grip at the end of September exclusively at Foot Locker stores nationwide and online at and will be available soon at Dick’s Sporting Goods, The Sports Authority, Hibbett Sports, Modell’s and on MISSION’s website.

Mark French, President of Mission Basketball division, added: “We could not have asked for a better retail partner to launch both Court Grip and Power Grip. As the destination for the avid basketball player, and with the tremendous in-store and out-of-store multi-media marketing that Foot Locker and Eastbay have put behind this launch, the adoption of these game-changing products has come much faster than we anticipated.”

Co-founded by some of the world’s elite athletes, including NBA superstars Wade, Anthony, Brandon Jennings, and Steve Nash, MISSION is focused on solving problems unique to athletes. The company has over two dozen product innovations that cover Muscle Care, Foot Care, Grip Enhancement, Anti-Chafe and Sunscreen – as well as some exciting new categories launching in 2012.