The MISSION During Extreme Heat Waves: How to Improve Comfort, Safety, and Performance when the Heat is On

As the southern parts of the United States, particularly Texas, grapple with an intense heat wave affecting millions, staying comfortable, safe, and productive is of paramount concern. Fortunately, there are effective strategies and products that can help us thrive even in extreme heat. When we started MISSION in 2008, our vision was clear: The heat is uncomfortable, unsafe and dramatically impacts your ability to perform…if we help the best, most elite athletes in the world feel cooler during activity, they science proves they will perform better, not to mention be more comfortable and safe.? We worked with Serena Williams, Drew Brees and Dwyane Wade - icons of their sports - to develop, test and validate our products before ever bringing them to consumers.? Today, MISSION is the market leader in active wearable cooling innovations that improve comfort, safety and performance for anyone that lives, works or plays in the heat, with cooling products sold nationwide in over 25,000 stores like Walmart, Home Depot, Dick’s Sporting Goods, Lowe’s Home Improvement, Academy Sports and more.? Additionally, many of the world’s top companies in transportation and logistics, manufacturing and more are using customized MISSION gear for employee uniforms.

It’s important to note that there is no silver bullet in navigating extreme heat, but there are ways that you can actually improve your performance and output - in addition to your comfort and safety - if you understand the three pillars of heat safety: Cooling, Sun Protection, and Hydration.

1. Active Cooling with MISSION

Active cooling is a proactive approach to enhancing comfort, and reducing the risk of heat-related illnesses. MISSION's HydroActive cooling products , activated by water, offer an instant, long-lasting cooling effect that enhances the natural process of evaporation without the use of chemicals, providing you with unlimited reuse with wearable products that are machine washable.? This helps you feel cooler and more comfortable, and helps improve performance and productivity during extreme heat.?

2. Sun Protection: More Than Just Sunscreen

Prolonged exposure to the sun's harmful ultraviolet (UV) rays can cause sunburn and contribute to long-term skin damage. UPF 50 fabrics, like those used in all core MISSION products, block over 98% of these harmful rays, offering an added layer of protection. But sun protection doesn't stop at wearable gear. It's also crucial to take regular shade breaks when outside, particularly when the sun is at its peak, to protect your skin and give your body a chance to cool down.

3. Hydration: Essential in the Heat

Dehydration is a key risk factor for heat exhaustion and heat stroke, particularly during heat waves. Underestimating the importance of hydration is key, and regularly consuming water replenishes fluids lost through sweating, helping to regulate body temperature and maintain physical and cognitive performance. Coupling hydration with active cooling and sun protection strategies provides a comprehensive approach to heat safety.? Remember, a properly hydrated body is a cooled body.? A cooled body is more comfortable, safer and can perform better in the heat.

There are over 650 active wearable cooling innovations from MISSION, all of which are designed with the highest UPF protection available and tested by world-renowned athletes before they ever reach the hands of an end user. When combined with effective hydration and sun safety practices, you can experience a significant difference in how you are able to tolerate and endure the extreme heat.

In the face of the ongoing heat wave, staying cool, safe, and productive is not just a necessity; it’s a MISSION.

Chris Valletta is the Co-Founder and Chief Strategy & Development Officer of MISSION , the leader in year round, wearable active-cooling innovations that improve comfort, safety and performance for anyone who lives, works or plays in the Heat.

MISSION was co-founded in 2009 by a group of scientists, engineers, world-class athletes, Serena Williams, Dwyane Wade and Drew Brees, as well as heat-safety experts who all saw the frustrating and increasingly-dangerous impact of heat, along with the limited solutions available to address it. The opportunity to create branded cooling innovations that not only improved comfort and safety during activity in the heat, but also drastically improved performance and productivity, was clear.

MISSION is distributed nationwide in over 25,000 retail stores, online, via industrial and commercial channels, and leads the market with patented and proprietary technologies that empower users to do more when the HEAT is on.

The portfolio of MISSION Cooling Gear is approved as part of the heat-safety recommendations and guidelines of the Heat Safety & Performance Coalition, an independent 501c3, who are the recognized authority on heat safety and improved productivity for athletes, laborers and warfighters nationwide.