The Mission’s Enduracool towel is 12.25″ x 33″ and is made from a proprietary performance fabric that instantly cools when wet with water or sweat, wrung out and snapped in the air to activate the sustained cooling properties. It cools faster and longer than any other sports towel. Use during or after competition to provide sustained cooling on your neck, head or other hot zones.

Mission Athletecare claims that there is a revolution in cooling; the performance fabric absorbs and retains sweat and water, circulating the molecules while regulating the rate of evaporation to ensure an instant cooling effect against the skin for hours, without feeling wet.

A tweet from Darren Rovell mentioned that they have several athletes promoting and using the towel: “The guys @missionathlete are using @dwighthoward, @serenawilliams, @georgesstpierre & @thesergiogarcia to promote its EnduraCool Towel.”

It seems like the people over at Mission Athletecare came up with something extremely usefull for any athlete. I havent used one yet myself, but I definitely want to try it.

City Sports opened its doors on Church Street on Friday afternoon, filling a gaping retail hole left by the closing of Borders bookstore last year.

“The store is hopping, so we’re happy about it,” said Mark Kalloz, shoe manager for the sporting goods chain with stores in Boston, Philadelphia, Washington, D.C., New York City, Baltimore and Providence, R.I.

There will be a grand opening celebration for the store Sunday, beginning at 10 a.m. Under Armour, the clothing and shoe manufacturer, is sponsoring a “block party” with music Sunday, Kalloz said. The grand opening will feature free raffles for prizes and tickets to a Vermont Lake Monsters game. The first 100 customers will receive gift bags, one of which has a certificate for free shoes every month for a year.

This is City Sports’ 21st retail location and is the premiere destination for urban athletes and active lifestyle enthusiasts. Read the rest of the this story at BurlingtonFreePress.com.

WESTLAKE VILLAGE, Calif., May 3, 2012 /PRNewswire/ — Customers who are highly satisfied with their sporting goods retail shopping experience are more likely to be loyal to the store brand, which may result in additional visits to the brand, sales and recommendations to others, according to the J.D. Power and Associates 2012 Sporting Goods Retailer Satisfaction Report(SM) released today.

The inaugural report measures the overall sporting goods retailer customer satisfaction experience by examining five key factors: staff, cost, facility, merchandise and sales/promotions.

Among the eight retail brands included in the report, Academy Sports + Outdoors ranks highest with an overall score of 796 (on a 1,000-point scale) andperforms particularly well in the cost, merchandise and sales/promotions factors. Following Academy Sports + Outdoors in the rankings are Hibbett Sports (794) and Play It Again Sports (790), all outperforming the industry average of 780.

Read the rest of the Press Release here.

Easton-Bell Sports is trying to latch onto a social media trend that made the LOLcats famous so it can get noticed by parents of youth baseball and softball players, parents of youth hockey players, and George Takei.

Read the rest of the story at Forbes.com.

Zensah has created new running socks designed to complement their compression leg sleeves. The socks will be available for sale at the Dick’s Sporting Goods Pittsburgh Marathon during the Health and Fitness Expo from May 4th to May 5th.

Zensah is known world-wide as an innovator within the running community, having developed the world’s first and bestselling seamless compression leg sleeves. Runners know the importance of running with a quality sock. Using the wrong sock may cause blistering and discomfort, distracting the runner from training and impairing overall performance. Other socks may provide extra cushioning to help with blistering, but then cause feet to feel hot and heavy as the fabric becomes trapped with perspiration and the foot is not able to properly breathe. Through working with numerous athletes and other industry experts, Zensah® has developed a running sock that delivers superior breathability, while giving runners additional cushioning.

Zensah Running Socks are available at specialty running stores throughout the United States.