{
  "abstract": "A new oral nicotine pouch company, named Athletic Nicotine, is targeting athletes and other ‘health-conscious individuals’ with low-dose synthetic nicotine pouches (1.5 and 3 mg). While echoing common industry claims—such as being tobacco-free, clean and discreet1 2—Athletic Nicotine also frames nicotine use as performance-enhancing and health-promoting. The brand name itself is a misnomer, implying that it is a nicotine product specifically for athletes. This athletic branding is particularly concerning, as it may promote nicotine as safe and increase appeal among sports-oriented and fitness-oriented young people, reinforcing the misconception that nicotine use can support a healthy, high-performance lifestyle.",
  "authors": [
    {
      "affiliations": [
        "Department of Public Health Sciences, UConn Health, Farmington, Connecticut, USA"
      ],
      "name": "Erin L Mead-Morse"
    },
    {
      "affiliations": [
        "Department of Population and Public Health Sciences, USC Keck School of Medicine, Los Angeles, California, USA"
      ],
      "name": "Artur Galimov"
    },
    {
      "affiliations": [
        "Department of Population and Public Health Sciences, USC Keck School of Medicine, Los Angeles, California, USA"
      ],
      "name": "Jennifer B Unger"
    },
    {
      "affiliations": [
        "Department of Psychiatry, Yale School of Medicine, New Haven, Connecticut, USA"
      ],
      "name": "Rachel R Ouellette"
    },
    {
      "affiliations": [
        "Department of Psychiatry, Yale School of Medicine, New Haven, Connecticut, USA"
      ],
      "name": "Grace Kong"
    }
  ],
  "title": "‘Fuel your peak performance’: marketing of nicotine pouches to athletes",
  "uid": "be43cc5a-9748-5c47-878b-dc3c7c8db968"
}