words // Brandon Richard
Last Thursday, Grand Slam tennis champion Serena Williams joined UFC star Georges St. Pierre to launch the EnduraCool Towel from Mission Athletecare. The towel is made of a unique fabric that absorbs moisture and perspiration into the fabric core, prompting the "radiator-like" fiber construction to circulate water molecules while regulating the rate of evaporation over time to create a prolonged cooling effect. Dwight Howard is another athlete who has attached his name to the towel.
For the product launch, which was held at Madison Square Garden, Serena took part in a 30-minute workout to demonstrate the effectiveness of Enduracool. All of this was made possible by the #KOBESYSTEM, as she attended the event in the Easter "Poison Dart Frog" colorway of the Kobe VII. Of course, Serena was one of several notable figures that took part in the sneaker's marketing campaign.
Check out Serena stretching it out in "Poison Dart Frogs" below.