Necklace maker collars pro baseball endorsement: Phiten deal with MLB creates room for jewelry on diamond.

THE piece of jewelry that pro baseball players most desire is a World Series ring. However, Torrance-based Phiten USA, the U.S. subsidiary of Japanese Phiten Co., makes a necklace that has become a trendy fashion accessory for athletes and fans alike. Phiten USA struck a licensing deal with Major League Baseball last year.

Lisa Oka, marketing manager for Phiten's Sports USA division, said that athletes in the United States make powerful spokespeople for products.

The company first introduced its products to baseball players when pitcher Randy Johnson discovered the Phiten necklace, which is a tight, colored titanium cord, on a trip to Japan. Japanese players brought the necklaces with them when they signed contracts with MLB teams. Several players on the Boston Red Sox 2004 and 2007 championship teams wore the necklaces during the World Series, giving the company broad exposure to fans.

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The company claims that wearing the titanium necklace has the potential to stabilize the body's electrical currents. Phiten was founded by a chiropractor who wanted to create a product that could help the body recover from stress or injury. The company originally marketed itself as part of the health and wellness sector before turning toward sports. The change has helped Phiten gain wider exposure and increase sales. Nevertheless, there is no scientific evidence that the metal has any healing affect.

"It won't hurt you and it is seen as a cool sports item," Oka said.

Currently, the company has 12 athlete endorsers including baseball players Randy Johnson, Josh Beckett, Brandon Webb, Tim Lincecum and Joba Chamberlain; USA Softball pitcher Jennie Finch; and marathon world record holder Paula Radcliffe.

"Accessories were an undeveloped market in the sporting world," said Oka. "In the United States, sports are a big market and athletes have lots of credibility."

Dress codes barring accessories are enforced in most pro sports out of safety concerns, making it difficult for a company such as Phiten to put its products on the field. But in baseball, there is little contact between the players so necklaces are allowed.

For basketball players, the company is experimenting with ways to break down the titanium to create an armband equivalent. In Japan, a technique is used to incorporate the metal into household items such as towels and bedding.

The company sells the necklaces for about $25 at its three U.S. locations in Torrance, Seattle and Hawaii. They are also available at sporting goods retailers such as Los Angeles-based Sports Chalet, Sports Authority and Dick's Sporting Goods. Phiten also has a beauty division and runs the Yuko Salon in Beverly Hills.

Staff reporter David Nusbaum can be reached at dnusbaum @labusinessjournal.com or at (323) 549-5225, ext. 236.