Tech firm Eight Sleep, which markets itself as "the world's first sleep fitness company", has signed a deal with NBA star Danny Green which will see the basketball player become an investor and ambassador for the company.
Founded in New York City in 2014, Eight Sleep leverages technology to "restore individuals to their peak energy levels every morning".
Products range from a high-tech bed – called the Pod – and mattresses with in-built tech to sleep apps and "sleep fitness kits" to specially-designed blue wave glasses.
The Eight Sleep Pod combines thermo-regulation, biometric tracking, smart home integrations, and sleep coaching to deliver a solution for enhanced rest and recovery.
Its dynamic temperature reacts intelligently to individual sleepers but can also be controlled manually between 55 and 110 degrees Fahrenheit.
The firm was named one of Fast Company's "Most Innovative Companies" in 2018 and recognized as one of TIME's "Best Inventions" in 2018 and 2019.
It has so far raised US$65m in funding from investors, including Founders Fund, Khosla Ventures, Y Combinator, Craft Ventures, and 8VC.
The deal with two-time NBA champion Green – who currently plays for Los Angeles Lakers – will look to "motivate the world in recognising sleep as key to overall health and wellness, equal to physical fitness".
As part of the partnership, Green will feature in Eight Sleep's new national advertising campaign, 'Sleep Is Fitness,' to mark Sleep Awareness Month.
"Sleep is one of the most important parts of my game, and the Pod optimizes my sleep by allowing me to manipulate temperature to keep me in deep sleep, longer," said Green.
"My mental and physical strength and sharpness rely on sleep. I'm thrilled to join the Eight Sleep team to help promote the importance of a good night's rest, and the concept that 'Sleep Is Fitness'."
Matteo Franceshetti, co-founder and CEO of Eight Sleep, added: "Danny Green proves what technology can do for sleep and recovery, as he is an early adopter of the Eight Sleep Pod.
"Green's consistently strong performance is a result of the impact of sleep fitness on an athlete's game."
