MISSION Athletecare®, the first and only line of Athlete-Engineered® products, is pleased to announce it has entered into a multi-year partnership with the NBATA as its “Official Traction Provider.” The deal follows extensive in-game testing of MISSION’s revolutionary Court Grip™ product, which was launched last week at Foot Locker stores nationwide and online at Eastbay.com.

Athletes apply Court Grip to the soles of their sneakers using a hand-held sponge applicator, providing instant, sustained traction — even on dusty and dirty courts. Its proprietary, pressure sensitive nanotechnology is designed to activate when players make a cut, giving them the ability to make quicker moves, be more explosive when changing direction, and play with increased confidence.

“We’re acutely focused on helping our players perform at their best on the court while minimizing their risk of injury,” said Casey Smith, Chairman of the NBATA. “Maintaining traction on dusty courts is an issue for players at all levels, and Court Grip addresses the problem better than anything we’ve ever used. We’re pleased to have helped bring this gamechanging product to market.”

“By collaborating with the NBATA last season, we were able to incorporate their in-game product reviews and suggestions, which were crucial to finalizing the Court Grip formula and delivery system. As we continue to research, develop and test new basketball innovations, our consumers should feel comfortable knowing that the NBATA is actively involved to ensure our products meet the highest standards,” said Mark French, President of MISSION Basketball.  MISSION and the NBATA will be collaborating on product development, marketing and awareness campaigns within a number of MISSION’s product categories, including Grip, Muscle Care, Foot Care and Anti-Chafe.