A former top executive of Deckers Outdoor Corp. in the U.K., Giles Cundell, has set up a new agency in the U.K., Sport Factory, together with a partner who wants to remain anonymous for now, to market foreign brands in Europe. After running a British sports brand, Lifemarque, Cundell acted as European brand director and director of sales for Deckers' Teva and Sanuk brands between 2008 and early this year. Sport Factory is introducing in Europe Mission Athletecare, a fast-growing American thermo-regulation company established five years ago with top athletes such as Serena Williams and Sergio Garcia. Its Endurocool technology uses capillaries to spread moisture and cools the user, preventing over-heating and heat stroke from exertion, through a variety of products including a new cooling towel. Its temperature-regulating fibers, made by Coolcore, have received a quality label from the Hohenstein Institute. Sport Factory is acting as European master agent for Mission, looking for distributors in the major national markets and agents for the U.K. and Ireland.

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