Los Angeles, Calif. - August 25, 2020 - Lasso, a high-performance apparel brand, is excited to announce its new official partnership with Athletes Unlimited Sports Innovation Lab, the new model of pro sports where athletes are decision-makers and individual players are champions of team sports. Lasso will join forces with Athletes Unlimited Sports Innovation Lab as the official performance sock partner.
Headquartered in New York, Athletes Unlimited leagues will feature a range of innovations to bring athletes and fans a unique and intense version of sports. By reimagining the way traditional sports can be played, Athletes Unlimited has sped up game play, added a personal player point system, and created a new weekly draft and team roster system - all to deliver next-level competition and engagement. Beginning in 2020 with women's softball and following with women's volleyball in February 2021 with other sports to follow soon thereafter, Athletes Unlimited will build the next generation of both athletes and fans.
"We are very excited to partner with the launch of Athletes Unlimited Sports Innovation Lab. Their vision for how we consume and engage with sports and the premium they place on human performance is well aligned with Lasso‚Äôs vision," said Partha Unnava, founder and CEO of Lasso. "Our socks will help all of these athletes #StayMoving by providing ankle support to improve performance, prevention, and recovery in training and during games. We are excited to work closely with the trainers and players to be able to make an impact on the safety and performance of the players."
Lasso and the Athletes Unlimited will be working together to integrate the Lasso Sock 2.0 product line to players and ambassadors to help promote performance, protection, and recovery aspects to each of their sports. Both of our missions focus on maximizing player performance while reducing injuries so players can play at their highest level and stay moving. Additional programs will include online promotional team challenges, safe play video series, activations at key events, and promoting the stories of the teams and players of Athletes Unlimited.
"We are thrilled to have Lasso gear as an Athletes Unlimited partner and our players look forward to utilizing their line of high-performance compression products during our inaugural softball season this summer," said Cheri Kempf, Executive Director, Athletes Unlimited.
Founded in 2018, Lasso is a movement company, led by the mission to improve human movement in performance, prevention and recovery for everyone on a daily basis. Lasso designs and manufactures proprietary patented support and compression garments that provide joint stability and circulation improvement to advance how the body moves. These products are used by athletes, outdoor enthusiasts, fitness enthusiasts, trade professionals, recovering injured, and professional athletes - for training, performance, and rehabilitation. Lasso helps the modern athlete stay moving on any adventure they seek. Learn more at www.lassogear.com.
About Athletes Unlimited
Athletes Unlimited is a new model of pro sports where athletes are decision-makers and individual players are champions of team sports. We literally change the game with faster play, and a new draft and team rosters every week, delivering next-level competition and engagement in which every moment counts. Beginning in 2020 with women's softball and following with women's volleyball with other sports to follow soon thereafter, Athletes Unlimited will build the next generation of both athletes and fans. For more information about Athletes Unlimited go to www.auprosports.com.