Professional sports have always attracted a fair share of dubious products and questionable practices. With massive financial stakes and razor-thin margins between victory and defeat, athletes often turn to unproven technologies claiming to enhance performance. From cryo-freezing and training masks to CBD oils and hologram bracelets, the need to gain a competitive edge drives many to experiment with these gimmicks.
What’s more unusual is seeing entire industries embrace and promote such dubious technologies. The UFC has always been a pioneer in its own right. But it has recently made headlines with its latest partnership.
In a press release, the UFC announced: “UFC, the world’s premier mixed martial arts organization, and American Aires Inc. [CSE: WIFI] [OTCQB: AAIRF] [Aires TEch or Aires], a pioneer in cutting-edge technology designed to protect against electromagnetic radiation and optimize human health, today announced a new global marketing partnership that will showcase Aires Tech branding within UFC’s biggest events.”
A visit to Aires Tech’s website reveals an assortment of hologram-embellished stickers and pendant necklaces priced between $90 and $350, with even more expensive bundles available. These products are promoted by top-ranked UFC flyweight Maycee Barber.
Barber states in a promotional video for the product: “As an elite athlete, we’re always looking for every advantage. Adding in the Aires Tech products just kinda confirming it, because a lot of times when we do these kinds of things or use products like this it’s, ‘Alright, that’s just the placebo effect,” you know. I didn’t wanna just believe that it’s just a placebo effect, which I didn’t believe that. Now seeing it? It’s confirmation that choosing to use these products and choosing to do this is the right step. Because it’s not only my feeling it, I’m also seeing it.”
The claims made by Aires Tech are shrouded in complex scientific jargon. The company describes its LifeTune range of products with terms that could easily confuse the average consumer.
In simpler terms, Aires Tech claims to protect individuals from harmful electromagnetic radiation by creating a beneficial electromagnetic field around them using a special device. This device supposedly transforms negative vibes from electronic devices into positive vibes that harmonize with the body’s own electromagnetic field. Essentially, it’s a sticker with gold leaf that allegedly balances electromagnetic radiation.
Will this partnership outlast other short-lived UFC ventures, such as the Crypto.com fan voting bonus that was discontinued just months after its launch? Only time will tell. For now, the UFC’s endorsement of hologram jewelry continues to raise eyebrows and spark debate among fans and experts alike.
