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Mar072012

Dwight Howard's New Team Is . . . Mission Athletecare

Special to NYSportsJournalism.com

March 7, 2012: Even as he contemplates his next move on the court, seven-time NBA All-Star center Dwight Howard has made a move off the court, signing a deal with Mission Athletecare as its newest spokesperson.

Financial terms of the alliance were not disclosed. Other athletes aligned with the company, including fellow NBAers Dwayne Wade, Carmelo Anthony, Brandon Jennings and Steve Nash, are listed as "elite athlete partners."

Howard, who has spent his entire NBA career with the Orlando Magic, becomes a free agent after the current season. He has been the focus of numerous trade talks involving the Los Angeles Lakers, Dallas Mavericks and Nets, among others.

Mission Athletecare, which is the official athletecare partner  of the NBA and the official traction partner of the NBA Trainers Assn., has a line of products that include  Court Grip (applied to the bottom of shoes to prevent slipping) and Power Grip (applied to the hands to reduce perspiration).  

"Everyone knows I'm all performance, all the time," Howard said in a statement. "When I learned about Mission, their specific focus on solving problems unique to athletes, and the opportunity to be part of that process, I knew it was a perfect fit."

According to Josh Shaw, founder and president of New York-based Mission Athletecare, "We're very excited to have Dwight on our team. We've been working together on a revolutionary innovation in the cooling category which we expect to launch this summer. Stay tuned!”

Company athlete partners also include Serena Williams, Mia Hamm, Amanda Beard, David Wright, Georges St-Pierre, Ryan Sheckler,  Gretchen Bleiler and Sergio Garcia.

Mission Athletecare initially made its mark with such products as skin, muscle and lip care, which the company said are suggested, tested and approved by its athlete partners. Products are available Dick's Sporting Goods, The Sports Authority, Foot Locker, Hibbett Sports, Sport Chalet and Foot Locker.

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