To shape its marketing strategy, Aires Tech, a leader in EMF (electromagnetic frequency) protection, has relied on feedback from athletes who have tested its products to evaluate EMF’s impact on performance and overall wellness.
As a result, Aires Tech partnered with Canada Basketball as an Official EMF (electromagnetic fields) Protection Technology sponsor, and launched intense marketing efforts. Recent news has highlighted their progress, including the #AiresAthletes campaign featuring NHL’s Toronto Maple Leafs captain John Tavares, as well as a multi-year global marketing partnership with the UFC as well as WWE, which started at Summerslam.
In a conversation with AdBuzzDaily, Josh Bruni, CEO of Aires Tech, explained that athletes’ heightened body awareness enables them to quickly recognize the performance benefits of EMF protection. EMF is invisible energies emitted by phones and electronics, and Aires Tech’s products are designed to provide protection against their potentially harmful effects.
This Interview has been condensed for clarity.
What motivated Aires Tech to partner with Canada Basketball as an Official EMF Protection Technology sponsor?
“Our partnership is rooted in a brand insight: Athletes are early adopters of Aires Tech products, which are grounded in EMF protection. To take a step back, people are surrounded by digital tech and devices that emit electromagnetic frequency (EMF) and people are just beginning to understand the impacts of what this means on our bodies and minds. We know that players use technology as an essential part of their performance plan – it’s part of how they train, study film and more. What we want to do with our products is neutralize the negative effects of EMF and modulate it to increase an athlete’s energy.”
“Canada Basketball is committed to uniting Canadians and is focused on accelerating recovery and improving overall well-being for its athletes of all ages. This partnership was a perfect fit: Our products support their athletes while boosting Aires Tech’s visibility among Canada Basketball’s legions of dedicated supporters.”
How did the partnership with John Tavares come about, and what do you hope to achieve through this collaboration?
“John is another one of those athletes whom I just spoke about: one that is highly attuned to his body. He looks for every edge in recovery and health so he can play 82 regular season games and into the playoffs at his highest level. We became aware that he avidly used our products and the conversation went from there. Canada is a significant market for us, and having John on board aligns well with our strategy to expand our reach in Canada, complementing our partnership with Canada Basketball.”
What are the key benefits that Aires Tech’s EMF protection products offer to athletes?
“Athletes are so quick to realize that their energy and recovery is peaking when they use our products. Our athlete partners know and trust it, but they are curious to know more.”
“The first thing we aim to do when we sign an athlete to a partnership is to sit them down with one of our resident neuroscientists. When we run a brain scan, athletes can tangibly see how they can function differently without being focused on digital technology. This demonstrates to them how Aires Tech helps athletes harness the full potential of technology to enhance their recovery and boost their overall wellness.”
What strategic insights led to the decision to form a multi-year global marketing partnership with the UFC?
“We didn’t want to simply [rent space] with a league’s assets to showcase our brand.”
“Here’s what really excited us: The UFC recognized how our technology could benefit their athletes and offered us to be included in the UFC Performance Institute, which is the world’s first mixed martial arts center for innovation, research and training. For us, when UFC told us that they wanted to help us prepare their athletes to perform at their best. In addition to our direct connection with their athletes – which includes our relationship with UFC Women’s Flyweight Maycee Barber – we see tremendous potential in reaching the UFC’s extensive fan base. As a global company, we’re eager to leverage this partnership to promote health and wellness messages across UFC’s televised shows, digital platforms, and social channels, engaging with their 700 million fans worldwide.”
How does Aires Tech plan to leverage its partnerships with prominent athletes and sports organizations to enhance brand visibility and credibility?
“Aires Tech believes everyone can benefit from EMF protection in our technology-filled world, where we’re surrounded by invisible electromagnetic fields often referred to as radiation.Yet, athletes are unique in their ability to lead the charge in sharing the benefits of Aires Tech’s products. Elite athletes, with their remarkable body awareness, truly understand and can express the impacts in ways others might not.”
“This strategy works and we’re expanding our team of athlete partners. Each one will have a story of excellence and resilience, all connected by the game-changing benefits of Aires technology. The telling of their individual journeys will be woven into our sponsorship strategy and we’ll share their stories through our marketing channels.”
“We understand that considering the impacts of electromagnetic fields is new to most people. But it’s a relevant consideration to anyone that owns a phone, WiFi router or any other kind of wireless technology. Together, these sports partnerships will further fuel Aires’ market awareness and sales growth, in pursuit of transforming the brand into a household name.”
