Dec 20, 2011 at 11:41 PM
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NBA Makes Mission Its "Official Athletecare"

Mission Athletecare, the makers of the popular traction enhancing formula called Court Grip, will be the “Official Athletecare” of the NBA it was announced today. The first NBA branded products Court Grip and Power Grip, which were co-developed by Dwyane Wade and Carmelo Anthony, will debut when the NBA tips off this weekend.

Developed in conjunction with Miami Heat's 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.”

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

Power Grip features a similar formula designed as a liquid-chalk technology, that dries hands to provide a more secure and confident grip on the basketball. Power Grip, the company says, was jointly developed and tested with New York Knicks All-Star Carmelo Anthony.

“We’re very excited to launch our new partnership with the NBA,” said Josh Shaw, founder and president of Mission Athletecare, “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.”