By Barry Janoff
May 6, 2015: Nascar driver Jimmie Johnson knows how to stay cool under heat, and now he will seek to show others the importance of heat safety as the newest member of the Mission AthleteCare roster.
Johnson and lead sponsor Lowe's will take the lead in a multi-media campaign under Mission's umbrella "Fuel & Cool" initiative "to raise awareness about the importance of staying cool and safe this summer."
The effort will focus on Mission AthleteCare's EnduraCool instant cooling towels and other products that work to prevent overheating while working, playing or exercising.
"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," Johnson said in a statement. "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."
The campaign will include TV, digital, social media, a national mobile tour and in-store promotions in Lowe's, which carries Mission AthleteCare products.
According to Mike Tummillo, svp and general merchandise manager for building and maintenance at Lowe's, "Mission has been a leader in thermo-regulation since the category emerged four years ago. 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."
"This heat safety initiative with Mission and Lowe's is tremendously important for everyone: athletes, workers and families everywhere."
Also involved in the campaign is the Korey Stringer Institute at the University of Connecticut, a group at the global forefront of researching and providing information and assistance regarding sports-related health and safety issues.
According to Mission AthleteCare, high schools can receive $1,000 in cooling gear from the company by filling out a safety pledge and then receiving verification that they meet six "pillars of heat safety" as defined by the Korey Stringer Institute. (Details here.)
Johnson joins a roster of Mission AthleteCare endorsers and product developers Dwyane Wade, Serena Williams, Reggie Bush, Carmelo Anthony, Dwight Howard, David Wright and Mia Hamm.
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