I may be wrong, but wasn't Flex the spokesperson for some lifting straps before. They were kind of weird/unique. It was two straps, one attached to your upper forearm, the other attached above the elbow around your bicep. You had a clip on the outside to where you hooked up the weights/handles in order to use the dumb bells / machines. It was marketed as a hands free method of putting all the stress on your back and taking the biceps out of the movement.
I first saw the ad a couple years ago, but haven't looked in any magazines since then.