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Mission Skincare, the athlete-inspired personal care brand, has signed New York Mets slugger David Wright to its roster of athlete spokespeople in a multiyear deal — and has inked a three-and-a-half-year deal with Major League Baseball to cobrand products with its teams and logos.
This story first appeared in the May 27, 2010 issue of WWD. Subscribe Today.
When it comes to team-specific products, the first pitch will come in July, when Mission will introduce its SPF 30+ face stick and SPF 15 lip balm featuring logos of the New York Yankees, Philadelphia Phillies, Mets and Boston Red Sox. There’s also a kids’ SPF 50+ sunscreen spray launching this month with the MLB logo on it.
Meanwhile, Mission is rolling out now to all 460 Dick’s Sporting Goods locations a customized display unit dubbed the Mission Skincare Center. The multiyear agreement with Dick’s, which comes after Mission products were test merchandised there, calls for the roughly six-foot-high, four-foot-wide rolling structures to be situated by checkout counters. The units feature the Mission assortment and are emblazoned with pictures of Wright and Serena Williams, another face of the brand. Certain products will also be merchandised in specific departments within Dick’s.
Of the Mission deal, Wright, the Mets’ third baseman, stated that he was pleased “as a co-founder of Mission…about our new strategic partnership with Dick’s Sporting Goods.” The four-time All Star added, “I’ve always gone to their stores when I needed sporting equipment — so it’s a natural fit for us, since we’re pioneering equipment for your skin.”
Mission has some 17 athlete spokespeople, and the firm refers to them as co-founders because they have equity in the company. Also, they receive royalties on specific products they help create. Stakes vary depending on the athlete, but collectively they hold a minority share of the company, and their deals average about four-and-a-half years in length.
“Quite a few have invested above and beyond the program we offer,” said president Josh Shaw. “[They] have become bigger owners in the company.”
Aside from Wright and Williams, some of the more notable names include Steve Nash of the National Basketball Association’s Phoenix Suns; golfer Sergio Garcia; Mia Hamm of soccer fame; skateboarder Ryan Sheckler, and the Ultimate Fighting Championship’s Georges St-Pierre. A number of Olympians are also involved with Mission.
The firm is launching this summer two muscle rubs, one with a 10 percent concentration of menthol and the other with a 3 percent concentration. Packaging features the likenesses of Williams, Nash, St-Pierre, Garcia and Hamm, among others. It is also rolling out three sunscreen sprays, ranging in SPF from 30 to 50.
Mission, which was launched with the introduction of five items in 2008, now markets a 30-product assortment ranging in price from $2.99 to $9.99. The line includes lip care, sun care, moisturizers, body care and “performance care” products, like Ultra-Grip Gel, Muscle Rub and antifriction cream.
The brand has grown steadily since its launch at 400 stores. Last year it was in 4,500 stores and now Mission products are carried at almost 10,000 stores, including — aside from Dick’s — retailers like CVS, Lady Foot Locker, Finish Line and Sport Chalet.
“Sporting goods retailers are recognizing there’s a category for head-to-toe skin care,” said Shaw.
Industry sources estimate that Mission’s total revenues could exceed $16 million this year, after reaching $8 million last year and $1 million during the firm’s first year.