Consegna Group (ASX: CGP) has taken a major step forward in accessing the US$6.4 billion sport performance apparel market, with Olympic champion Sir Steve Redgrave signing on as brand ambassador for the company's BreatheAssist™ Sport technology platform.
Redgrave, who won five gold medals rowing in five consecutive Olympics, will act as the face of BreatheAssist, which has applications in elite sports.
His appointment is particularly timely given the approaching start of the 2012 London Olympic Games in July.
Consegna has secured regulatory clearance for BreatheAssist Sports in the United States, Europe, UK and Australia, and is working towards the market launch.
BreatheAssist is a device worn inside the nose that gently and independently dilates each of the nasal passages, increasing airflow by up to 38%.
The technology is drawing closer to commercialisation, with an initial focus on the sports market where it has potential for performance improvement. In addition to sports, it has applications in the snoring, allergy management and drug delivery markets.
Redgrave said he was pleased to endorse the BreatheAssist technology, calling it a revolutionary product.
"Its ability to increase airflow through the nose will, I believe, provide athletes of all types with the edge they need to perform to the best of their ability," Redgrave said.
"That's why I am so excited about BreatheAssist and its potential in sport and other areas of application."
Consegna CEO Fabio Pannuti said: "We are thrilled to have Sir Steve Redgrave as a face and a brand ambassador for BreatheAssist.
"Having someone of Sir Steve's stature and reputation will assist us in bringing to the attention of the sporting world the benefits of using a BreatheAssist unit."
Since winning his last Olympic gold medal in Sydney in 2000, Redgrave has maintained a high profile, raising millions for charity and continuing to support rowing.
Redgrave played a role in the successful bid for London to host the Olympics in 2012, and recently received the Sports Personality Lifetime Achievement Award from the BBC.
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