"We chose Paradigm Public Relations because the team demonstrated that it truly understood our vision for the Polar brand," says Brigitte Boucher-Sills, brand marketing manager at Polar. "Paradigm brings a great combination of strategic thinking, sports communications experience and media relations expertise to our business."

Paradigm has begun working on a variety of initiatives for the Polar line of heart rate monitors including media relations, product placement and promotions.

Polar Electro Canada, which provides innovative, personal technology solutions that help improve people’s quality of life through physical activity, is a wholly-owned subsidiary of Finland-based Polar Electro OY, which invented the first ECG accurate wireless heart rate monitor, under the Polar name in 1977 as a training tool for the Finnish National Cross-Country Ski Team.