Mission Athletecare, the six-year-old company behind the EnduraCool line of instant cooling towels, skull caps, sleeves and hats, has raised $35 million in new venture capital. It has also added Hap Klopp, the founder and former chief executive of The North Face, to its board of directors. The new round of funding was led by Fremont Private Holdings and VO2 Partners. They join the two existing majority investors, Breakaway Partners and Dennis Baldwin, former chief marketing officer of Reebok. As a company focused on thermoregulation for athletes, Mission Athletecare will soon unveil a line of heating products. The brand is working with several athletes, including Serena Williams. It recently appointed a new agency, Speed Communications, to handle all its media relations in the U.K. and the rest of Europe.

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