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Skullcandy Serious About Athletic Market

Skullcandy emphasized its commitment to the athletic headphones segment with the announcement it will partner with both Athletigen Technologies and Athletic Republic.

The former is a provider of athletic genomics while the latter operates 120 training facility franchises across the U.S.

Athletigen’s platform can analyze an athlete’s DNA for genetic markers related to power, endurance, metabolism, injury protection, nutrition and sports psychology, according to the company.

Both partnerships will strengthen Skullcandy’s Human Potential Lab, its Park City, Utah-based facility that “studies the effects of music on individuals and focuses on discovering ways to unlock human potential through music.” Participants in the facility include an array of artists, athletes, engineers and industrial designers.

“Skullcandy is dedicated to uncovering insights that lie at the intersection of music, psychology, and physiology,” said Emily Cook, Skullcandy’s manager of the Human Potential Lab. “By partnering with Athletigen and Athletic Republic, we will all be able to understand a more complete picture of an athlete and how to help them reach their highest potential.”