PR agency Spreckley has been engaged to launch Copper 88, a range of copper-embedded compression garments, in the UK through trade and consumer media relations.
The client is VSL, a Hong Kong-based trading company, which is offering Copper 88 products to retailers in the UK.
VSL director Peter Eldon said he believed consumer demand for the products could be increased by raising their profile in key sports media.
The product range includes joint supports, gloves, shirts, socks and undergarments made of a fabric embedded with 88 per cent copper. VSL claims this is scientifically proven to help relieve joint and muscle pain by transporting oxygen through the bloodstream to affected areas.
Spreckley plans to target running, cycling and triathlon publications with review samples.
Peter Eldon, director at VSL UK, said: “I had previously worked with Spreckley in another role and knew that the team would be a good fit for the way I like to work. As well as this, Spreckley’s dedicated healthcare arm has focused, specialist knowledge of sports health and injuries, and strong media contacts in the space we need to target.”
Richard Merrin, MD of Spreckley, said: “Despite overseas success, Copper 88 is largely unknown in the UK and Ireland so it needs a tailored mixture of traditional and digital PR techniques under a brand awareness strategy.
“We’re not only raising the profile of Copper 88 and therefore demand among consumers who want to buy the products, but we’re also lobbying the retail trade media to showcase its value to potential stockists. This is about using PR to close the supply chain and generate demand.”