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Serena Williams Co-Founds MISSION Skincare (TM): Athlete Engineered Skincare That Benefits Charity

Monday, January 26, 2009

NEW YORK, Jan. 23 /PRNewswire/ -- MISSION Skincare(TM), the first and only line of athlete-engineered skincare(TM) products, is pleased to announce that tennis superstar, Serena Williams, has joined the rank of some of the world's most-esteemed athletes as a Co-Founder of the brand. MISSION Skincare(TM) products are designed and tested by elite athletes in all areas of sport to help them and active consumers everywhere prepare, perform and recover in training, competition as well as in everyday activities.

MISSION Skincare(TM) is the brainchild of entrepreneur Josh Shaw, who founded the company in 2007 after meeting ultra-endurance runner Charlie Engle and hearing firsthand of the void in the marketplace for effective, functional and innovative skincare solutions. Serena Williams will join an impressive list of co-founders that includes 2-time league MVP Steve Nash, 2-time gold medal soccer player Mia Hamm and basketball phenom Carmelo Anthony among others. In addition to working closely with athletes in product innovation, MISSION Skincare(TM) proudly supports the charities of its partners and athletes.

"I'm excited to join MISSION as Co-Founder and partner. I've always been disappointed with the lack of skincare products that can keep up with the demands athletes place on their skin. When I learned about MISSION and their focus on innovative skincare solutions for everyone with an active lifestyle, I knew I could have an impact on the company!" said Serena Williams.

"Serena is the definition of MISSION. Her high performance lifestyle on and off the court, coupled with her sincere passion for giving back, makes her the ultimate MISSION partner. I'm honored to have her on board with us as we change the face of skincare as we know it today," said Josh Shaw, Founder and CMO.

The deal was negotiated by Serena's agent, Jill Smoller of William Morris Agency, and Serena's attorney, Keven Davis, ESQ. of Garvey Schubert and Barer.

The MISSION Skincare(TM) starting lineup includes Facestick SPF 30, Lip Protector SPF 20, Foot Cream, Anti-Friction Cream, After-Sun Revive Gel and Lip Balmers. The products are engineered with breakthrough technology, vitamins, minerals and antioxidants, and are irritant and animal-cruelty-free. Additional product launches are scheduled for 2009.

MISSION Skincare(TM) is available at select sports specialty retailers including Champs Sports, Lady Foot Locker and Vitamin Shoppe, as well as at www.missionskincare.com.

Posted by Shelia

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