CoolFX™ Appoints Backbone Media to Oversee Public Relations

(Boulder, Colo.) ITS KOOL LLC, creators of CoolFXâ„¢ personal cooling device technologies, has retained Backbone Media of Carbondale, Colorado to handle its public relations efforts.

Peter Arnold, President of ITS KOOL LLC comments “Bringing Backbone on board to spearhead our PR efforts aids our goals of educating consumers about this category of Personal Cooling Device and the uses and benefits of introducing thin-film thermoelectric technology into sporting activities. We are excited to utilize Backbone’s fresh perspective and creative ideas in managing our media relations.”

CoolFXâ„¢ redefines athlete performance with the introduction of the world’s first ‘intelligent’ personal micro-cooling system. The CoolFXâ„¢ head cooler will react to any increase in cephalic (head) core temperature by stimulating the brain through the sensory nerves in the skin allowing it to keep your body performing at its maximum output. This ability to regulate core temperature targets athletes in training and competition. Prototypes were introduced to focus groups this past summer, and launch models will be introduced to the consumer market in July 2009.

Backbone Media’s founder Penn Newhard adds, ��€œCoolFX’s progressive thinking and technologies appeal to a broad range of recreational activities. Our goal is to establish CoolFXâ„¢ as a leader in this emerging market, moving its brand message quickly and deliberately to core consumers and broader applicable markets.”

CoolFXâ„¢ technology provides controlled cooling to help regulate cephalic core temperature, combating heat stress to enhance personal performance and comfort. Using lightweight thermoelectronic nanotechnology, the self-monitoring unit senses rises in core temperature and cools accordingly. The introductory product design adapts for use in a variety of sporting and leisure equipment.

CoolFXâ„¢ introduces a new brand category to the athletic market, the Personal Cooling Device. Devoted to bringing athletes the latest innovative technology. CoolFXâ„¢ allows users to create their own comfort by way of the world’s first controlled – ‘Intelligent’ personal micro-cooling system.