wearing rubber bracelets, some marketing model idea

While sitting at home watching the NBA Finals, you noticed a number of athletes wearing rubber bracelets. At first you thought this might have been a fashion accessory, but when you investigated further you found out that these bands were called Power Balance bands and were supposed to deliver ion infused balance to the wearer.

I need some idea how to marketing rubber bands that  supposed to deliver ion infused balance to the wearer.