• by Les Luchter , October 25, 2023

During the 1990s, when NFL superstar wide receiver Jerry Rice wore Breathe Right nasal strips during San Francisco 49ers games, he became a brand spokesperson, dubbed “Air Jerry” in ads.

Rice helped demonstrate for the first time that nasal strips could be used for purposes beyond just snoring relief.

Fast-forward three decades, and the photo of Rice adorned with a Breathe Right strip over his nose, has re-emerged -- this time alongside a similar photo of Rice’s son, Brenden, currently a college football wide receiver with USC.

Breathe Rite tells Marketing Daily that the “Like Father, Like Son” image will be posted on its website and social media channels over the coming weeks. The duo will also be “creating a series of content to help educate people that Breathe Right nasal strips can relieve nasal congestion so they can breathe better just about anywhere…whether it be during work, rest or play.”

Business Research Insights earlier this month valued the global market for external nasal strips and dilators at $553.2 million in 2022, with a projected 5.2% annual growth to $749.4 million in 2028.

“People have become more conscious of their nasal health and the impact it can have on their overall well-being,” the research firm said. “Nasal strips in particular have gained popularity among athletes and individuals engaged in physical activities.”

Often regarded as the greatest of all time as wide receiver, Rice’s ventures beyond Breathe Right include the founding and chairmanship of energy drink company G.O.A.T. Fuel, which closed a $5 million funding round in May and most recently announced an exclusive deal for a Snow Cone flavor with 7-Eleven.

Two other Rice relatives are involved with his beverage company. Daughter Jacqui Rice Gold is co-founder and CEO, while son-in-law Trevion Gold is co-founder and chief brand officer.

Son Brenden, meanwhile, notes in a statement that “Breathe Right has come so far since my dad's football days. They’re now available in multiple sizes and strengths. I also love that the strips are drug-free and offer nasal congestion relief for up to 12 hours.”

His personal favorites? “The Lavender strip, especially for sleeping --  but you’ll likely see me on the field with Extra Strength Tan.”

Breathe Right is marketed by Foundation Consumer Healthcare (FCH), whose other products include the Plan B One-Stepemergency contraceptive, Children’s Dimetappfor coughs and colds, Anbesoloral pain relief, and St. Josephlow-dose aspirin.

FCH, which had marketed Theravent nasal strips, acquired Breathe Right in 2020 from GSK Consumer Healthcare, now Haleon, which had itself acquired the brand through the 2006 purchase of its original marketer, CNS Inc.