With Under Armour’s new Athlete Recovery Sleepwear, consumers can now sleep like New England Patriots quarterback Tom Brady, who helped develop the new sleep and recovery system. On Wednesday, the brand released its first “Athlete Recovery Sleepwear powered by TB12” advertisement at CES in Las Vegas.
In the 60-second ad, Brady elaborates on the importance of sleep and how Far Infrared waves helps reduce inflammation during rest.
“I firmly believe that sleep and recovery are critical aspects of an effective and holistic training program,” Brady said in a statement. “Proper sleep has helped me get to where I am today as an athlete, and it is something that I continue to rely on every day. I am excited to partner with Under Armour to bring game-changing sleepwear with the same bioceramics technology I use to athletes all around the world.”
Added Kevin Haley, President of Innovation and Category Management, Under Armour in a statement: “At Under Armour, our goal is to constantly innovate and uncover new solutions that take performance to the next level. We are providing athletes with untapped insight and guidance into the importance of sleep and recovery in a way that’s truly unique to Under Armour — with a revolutionary Sleep Recovery System that was created for athletes, by athletes.”
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In tandem with the new recovery sleepwear announcement, Under Armour also released a new update to its UA Record mobile app, with the brand hoping consumers use both the app and sleepwear together. The new sleep recovery system within the app will provide athletes a more thorough understanding of their sleep schedule via a connected Under Armour Band, smartphone or third-party device.
Additionally, consumers will receive a 14-day sleep score along with other notifications and suggestions for further optimizing their sleep and maximizing recovery.
“By monitoring trends within our Connected Fitness communities, we’ve seen an uptick in athletes who are adopting a 24/7 training mentality, which led us to think about factors like sleep and recovery and how important they are to overall performance,” Mike Lee, Chief Digital Officer at Under Armour, said in a statement. “This drove our focus to make all athletes better through the science of sleep and recovery, and to unlock the potential for athletes to use sleep as a weapon to reach their absolute peak.”