Table 3.
Marketing of sports-related DNA products.
| Company | Prominent Marketing Slogan | Prominent Marketing Images |
|---|---|---|
| 23andMe, Inc. | “Start filling in the gaps with your DNA” |
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| Advanced Health Care Inc., India | “Bringing you the world of genetics” |
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| American International Biotechnology Services (AIBiotech; SportsXFactor) | “Test Enables Individuals to Customize Workout Programs Based on Genetic Results”; “New Genetic Test Helps Athletes Maximize Performance, Identify Undiagnosed Risk Factors” |
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| Asper Bio Tech | “Athletic performance test of strength, speed and endurance” |
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| Athleticode, Inc. | “DNA Testing to Prevent Injuries & Improve Performance” and “Get Tested. Get Your Results. Get Going!” and “The world of athletics is undergoing a sea of change. And Athleticode is leading the way” |
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| Atlas Sports Genetics, LLC | “Let us help you become the best athlete you were born to be” |
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| Cosmetics DNA | “Achieve optimal sport performance” |
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| CyGene Direct | “Our athletic & sports analysis will help you learn more about your athletic gene as well as help you improve athletic performance” and “CyGene's Optimum Athletic Performance DNA Analysis can help you assess what type of sport or event you are genetically wired for and what sports put you at increased risk of physical or neurological injury.” |
|
| DNA4U | “Identify your athletic strengths and weaknesses” |
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| Family Tree DNA | “Are you a warrior? IN SPORTS OR BUSINESS, HOW DO YOU RESPOND TO STRESS? IS THE ANSWER IN YOUR GENES?” |
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| Genetic Technologies Limited | “This test provides an insight into the way an individual is genetically predisposed, be it for sprint-power or endurance type sports using DNA technology.” |
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| My Gene | “For optimum training and performance results”; “Whether you are just starting out with a new exercise program, you enjoy playing sport for a local club, or if you are an elite athlete, taking a Sport and exercise genetic test will open the door to more personalised, effective exercise training and performance.” |
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| Warrior Roots | “The Athletic Profile Test outlines your natural genetic performance strengths, and gives insights into how to maximize your potential.” |
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All images retrieved from product description or purchase pages on May 2, 2011.