Phiten signs up Radcliffe to ease step into Europe

Paula Radcliffe has been signed by Japanese manufacturer of sports “wellbeing” products Phiten to spearhead a UK marketing drive ahead of its European roll-out.

The company, whose brand has cult status in Japan but a low profile across Europe, has struck a “six-figure” deal with the long-distance champion runner that will see her become an ambassador for its products and feature in its advertising.

It is also likely that Radcliffe, who holds a string of European and World records at distances ranging from 5,000m to a full marathon, will launch a range of personally endorsed products.

The deal has been brokered by Octagon, the sports marketing agency that represents Radcliffe, and marks Phiten’s first serious attempt to gain a foothold in the UK.

The company’s core products include rubber necklaces and bracelets that contain micro-sized titanium balls, which it claims can relax the shoulders and neck or arm, hand and wrist muscles. Other products include E-water, a moisturising body lotion made with titanium and gold, which claims to increase blood flow and “realign the body’s electric currents”.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here