The U.S. Olympic Team is using a new, sports-specific laundry detergent called "WIN" that is the world's first oxidized formula specifically designed to eliminate the embedded sweat and odors found in performance athletic apparel.

For years, serious athletes have been using high-performance microfiber apparel for its moisture management and body heat mitigation.

However, these products retain bacteria attracted to the sweat trapped in the same microfibers that provide the performance benefits. The result is a musty odor that traditional detergents have not been able to remove.

Jeff Crow, president of WIN Products Inc, says, "Win's super oxygenated system directly targets the bacteria oxidizing the offensive odors and stains associated with performance products that have become popular among Olympic caliber athletes and weekend warriors alike."

Sports enthusiasts have considered the musty smell associated with performance apparel as a necessary evil in training regimens.

However, independent analysis at Shuster Laboratories in Canton, Massachusetts has proven WIN's claims over traditional leading detergents and specialty products in removing sweat and odor from all fabrics.

Crow says, "We expect the running, cycling and fitness enthusiasts to be among the first to really adopt this product."

The International Health, Racquet and Sports club Association (IHRSA) estimates that 41% of the 40 million consumers who belong to health clubs exercise at least 100 times a year.

Many sports players use performance apparel along with hundreds of youth athletes in football, baseball and other sports who use performance apparel as their base-layer of choice.