Phiten

Phiten (pronounced "phi-ten") - is a major company providing consumers with health-promoting technologies and products, like their line of titanium infused necklaces, bracelets, and tape.　They also carry many other lifestyle products like t-shirts, socks, towels, pillows and blankets. Phiten is headquartered in Kyoto, Japan, but also carries business in six other major cities in Japan, as well as the US, Korea, China, Germany, England, and Mexico.

The name "Phiten" comes from the Greek letter phi Φ, which symbolizes a perfect balance in the natural world. Thus, the Phiten products aim to create a balanced flow of energy throughout the body, helping to ease stress and fatigue from daily work or exercise. The technology behind the products can be quite confusing, and is not approved by the FDA. But the company claims that their processing of titanium into a water-soluble form (aqua-titanium), is what "improves blood circulation, relieves tension or stiffness of the muscles, and generally relaxes your body." Their explanation for how Phiten affects the body is that "when you're tired or stressed, the body's positive and negative ions are not balanced, therefore causing tension or aches. However, the aqua-titanium processed necklace, bracelet, and even tape will help to stabilize those ions and restore the flow of energy."

The company was founded in 1982 by Yoshihiro Hirata. Originally, Hirata wanted to become a Japanese chef and actually took apprenticeship for many years. However, after an illness sidelined his goal to become a chef, Hirata researched and studied physical therapy and rehabilitation methods on his own. At the age of 29 he started his own physical therapy center where he would invent the titanium infused tape, and would eventually build up to where Phiten is now.

Today, Phiten is a household name in Japan. Countless athletes and organizations endorse the products and believe the power behind the titanium-infused technology. Some of the major athletes in Japan that wear Phiten are: Shingo Katayama (pro golfer), Naoko Takahashi (Olympic medal marathon runner), Tomoaki Kanemoto (pro baseball player), and Yu Darvish (pro baseball player). Even in the US, Phiten's exposure to the public is growing, all due to star athletes wearing and supporting the products. The company sponsors many MLB players like Josh Beckett, Joba Chamberlain, Randy Johnson, Clay Buchholz, Justin Verlander, Justin Morneau, and Brandon Webb. They also sponsor the likes of Sergio Garcia (pro golfer), Paula Radcliffe (marathon runner), and Jennie Finch (pro softball player).

In 2007, Phiten acquired a license for the Major League Baseball Authentic Collection. It became the first Japanese company to get the MLB Authentic License, and only 9 other worldwide corporations have that license. They are expanding their popularity and market through MLB.

Sources

Phiten USA - http://www.phitenusa.com

Sports Business Daily - http://www.sportsbusinessdaily.com/article/117472

Seattle PI - http://seattlepi.nwsource.com/business/345651_phiten02.html