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While thinking about a team or brand to write about this week I wanted to concentrate on something unique. First thing that came to mind was the “Training Mask” brand type of products. For those of you that don’t know, the “Training Mask” is used for training to enhance your lung capacity to make it seem like your training in a high altitude. Many athletes normally head to places like Colorado go gain a competitive edge when training.
Training Mask received their patent for their product in late 2013, which means that their presence stage is relatively new. I didn’t find out about this product until the beginning of this year after I saw Marshawn Lynch wearing it while getting ready for the Super Bowl. That being said, they are receiving huge support from top athletes such as Lynch, LeBron James, and Dwayne Wade. Perhaps there was more media attention from Lynch. The reason is all the media attention he acquired after not wanting to talk to reporters for the most part of the season and playoffs. There were multiple camera shots of him with his signature-training mask of giving him a unique look and benefiting Training Mask. Also, their slogan of “Just Breath” is relatively new however they are making strides by putting this on their website and on their apparel they sell besides the actual training mask.
The benefits of wearing a training mask are increased lung capacity, increased anaerobic thresholds, increased oxygen efficiency, increased energy production, increased mental health & physical stamina and increased mental focus (Training Mask.com). The main purpose of the mask is to have the same effects as training in high altitudes. Athletes desire this because it increased their performance because they have a higher endurance. Convenience of having this product instead of having to travel to those high altitude places is one of its big attractions.
Performance is what this product is intended for; therefore this is one of the traits it’s known for. For athletes, they are going to want what gives them the edge in competition. If a product is going to get them faster, they are going to want it especially when they see a top athlete using that same product. The Training Mask website also promotes that their product will help you lose weight faster due to low oxygen exercise. I’m not a major science person so I wont get deep into the science behind the mask itself and the benefits it has on the human body but there were clinical studies that support the Training Mask.
The advantage that this product offers is that its one of a kind. There is also very little negative feedback about this product. After reading some of the negative reviews on Amazon.com, the negative feedback was over the mask not fitting to their face and comments of that nature. There was even a negative comment that said it didn’t fit well but it still performed for what it was intended which was to exercise the lungs. Their website offers exercise tips for using the mask to enhance the usage and performance.
The last stage of the Brand Dynamics Pyramid stage is the Bond with the product. This essentially means that there is pretty much an emotional attachment to the product. Given the nature that this product is still relatively new, the percentage of people who are in this category are small. The training mask is still going through the introduction-growing stage of its product lifecycle with the hopes of acquiring a large audience within the past year. Like any top name brand, products with a brand logo usually offer apparel because it is a known product; the Training Mask online store offers duffle bags and cleaners, which is aimed at those who already own a mask.
I personally don’t own one of these however I am looking into buying one in the future. I saw a guy wearing one at the gym while he was on the treadmill, he got a few weird looks but I do see this product becoming more popular as it matures. In the time span that it has been in the market, it has done a tremendous job with its Brand. Even the name “Training Mask” gives it an advantage because it’s the first website the pops up when searched in Google. Also, the point that it has very few negative feedbacks to its product makes more consumers who are hesitant to try it, will be more trustworthy with the positive feedback. Finally, they broke out with a figurehead such as Marshawn Lynch who brought attention to what he was wearing on his face. It’s perfect timing with the coverage that the Super Bowl has worldwide. Certainly look forward to the future of Training Mask.