UFC flyweight contender Maycee Barber has become the latest athlete to endorse a controversial health product. The rising star recently received approximately $50,000 worth of shares from American Aires Inc., a company specializing in electromagnetic radiation protection devices.
Rudevulture was first to report on the deal.
“American Aires Inc. (CSE: WIFI) (OTCQB: AAIRF) (“Aires” or the “Company”), a pioneer in cutting-edge technology designed to protect against electromagnetic radiation and optimize human health, has announced the issuance of common shares of the Company (the “Shares”) to UFC’s Maycee “The Future” Barber via MK Barber, Inc. and Dr. Nicholas Dogris, a neuroscientist and certified QEEG/Brain Mapping expert based in Santa Barbara, California, United States.”
The product in question is the Lifetune Mini, a pendant-like device that claims to shield wearers from the potentially harmful effects of WiFi signals and other electromagnetic radiation. Priced at around $240, this “magical amulet” has raised eyebrows in the scientific community due to its dubious claims and lack of empirical evidence.
American Aires Inc., the company behind the Lifetune Mini, has been making waves in the sports world. They recently announced a global marketing partnership with the UFC, aiming to showcase their brand during major events. This collaboration has lent an air of legitimacy to the company, despite skepticism surrounding their products.
Barber’s endorsement comes at a peculiar time, considering her health struggles. In late June 2024, she revealed a series of medical issues that have put her UFC career on hold. Barber was forced to pull out of high profile Rose Namajunas match. These health concerns included pneumonia, fatigue, and complications related to an Epstein-Barr virus infection.
Barber wore the pendant to UFC 299 weigh ins and made a several social media post.
The technology behind the Lifetune Mini is described in vague, scientific-sounding terms on the company’s website. They claim to have patented a “Method for Protecting Biological Objects from the Negative Influence of Technogenic Electromagnetic Radiation.” However, experts have dismissed much of this language as pseudoscientific jargon.
American Aires Inc. has managed to secure several high-profile endorsements beyond Barber. Their #AiresAthletes campaign features NFL legend Tiki Barber, Toronto Maple Leafs’ John Tavares, and Toronto Raptors’ RJ Barrett in addition to comedian Russell Brand. The company’s strategy of compensating partners primarily with shares suggests a cash flow problem.
Despite the controversy, American Aires Inc. reported a 45% year-over-year increase in sales, reaching $2.8 million in the second quarter of 2024. However, the company still posted a loss of $300,000 due to extensive marketing expenditures.
The promotion of such products by athletes and celebrities is not without precedent. In the early 2000s, the Livestrong bracelets became a global phenomenon, selling over 82 million units. While these were created for a charitable cause, they paved the way for more questionable products like the Power Balance bracelets, which faced legal challenges and eventual bankruptcy due to unsubstantiated claims.
As for Barber, this isn’t her first time using deceptive marketing.
Barber and her sister ran a BJJ academy in Fort Collins after going through the highly suspect Gracie University program.
The two were blue belts at the time and just 16 years old and there was quite a bit of backlash from the community.
Much of the backlash focused on the fact that there was a picture in which Barber wore a black belt – which she obviously didn’t receive.
Barber pivoted to MMA quickly after that.
