Phiten’s
website offers links where readers may read research on the product; however examining
research from outside sources proves to be more difficult. One company, “The Society of Aqua Metal Research”,
conducts the only research provided on the website; however, none of it is
related to athletic performance, which is the company’s target audience. The
research also does not provide any case studies to show the effectiveness of
the product in real life situations. A separate research article,
out of New Zealand, found that “Aquatitan-treated garments are likely of
trivial consequence when looking for performance gains.”
Phiten
technology is based on the claimed benefits of “hydro-colloidal metals,” however
the lack of evidence supporting its claims makes it hard to determine if the product
truly gives athletes any sort of performance enhancement. The purported
scientific research behind all of these sports medicine fads fails to show
conclusive evidence supporting their effectiveness. All of the research studies
cited in this Sports Medicine series found that each of the fads evaluated - Kinesiotape,
Power
Balance bracelets, and Phiten technology, made no significant difference in
improving athletic performance. Nevertheless, as demonstrated by the sales and
endorsements of these products, the marketing and placebo effects have a
positive impact on athletes’ reliance on the products.
These days, companies will say anything to sell a product, even if the statement is untrue. The placebo effect that all of these fads are what truly drives the product. If people believe that it works, then it works, for them at least. However, kids all across the world buy these products because the proathletes wear them and look "cool". I have known many friends and athletes that merely buy products like this because it looks good on baseball or softball fields, not because it has an effect on them. There may not be a scientific advantage from these fads but if they're selling off the shelves, they company is doing something right!
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