Phiten, the innovator and original maker of the titanium necklace and precious metal-infused wellness products, is launching an all new Basketball campaign with elite players from the NBA in conjunction with the release of the new Phiten DUO Titanium Bracelet. Phiten brought together its NBA endorsers to form Team Phiten, who will star in a new music video from So-Cal rap trio, Pac Div.
Team Phiten is led by NBA All-Star Carmelo Anthony (New York Knicks, small forward), a long-time fan of the brand, and is joined by Chris Bosh (Miami Heat, power forward), Eric Gordon (Los Angeles Clippers, shooting guard) and Derrick Williams (Minnesota Timberwolves, small forward). “The new music video and Duo Bracelet are hot. I’ll definitely be wearing this every time I step on the court, and I’m excited to take Phiten Basketball to the next level,” said Anthony.
Phiten partnered with Pac Div to write, produce and perform the original song “Still Flexin,” a humorous take on the “History of Bling” that takes viewers through time – from Ancient Egypt to the Golden Age of Hip Hop – and provides a tongue-in-cheek tour of the prominence of accessories and their cultural relevance through the ages. Director So Me brought the concept to life, constructing a dream world where the students/athletes are “schooled” by Pac Div in this fun history lesson.
“We wanted to introduce the Phiten brand and the DUO Bracelet to basketball fans in a fun and creative way. A music video with our star players and a dynamic group with urban edge is the perfect eye opener,” said William Lan, Operations Manager for Phiten Basketball.
Phiten will introduce the Phiten DUO bracelet, which makes its debut in the music video, a two-tone waterproof silicone bracelet that comes in three colors: black/red, white/black and gray/orange. It will be available this holiday season online and at Phiten’s retail partners: Dick’s Sporting Goods, The Sports Authority, Hibbett Sports, Finish Line, and Eastbay.