By Barry Janoff
Janaury 5, 2017: NFL quarterback Tom Brady recently became, to his dismay, associated with science during "Deflategate," when PSI, air temperature, speed, distance and accuracy became as important as touchdowns.
Now, Brady is again being associated with science, but in a more positive way, thanks to one of his prime marketing partners.
Under Armour unveiled today what it called a "new revolutionary sleep and recovery system," anchored by the brand's first "Athlete Recovery Sleepwear powered by TB12," designed and developed with and named for Brady, who wears No. 12 on his New England Patriots’ jersey.
"Tom credits sleep as one of the most important components to his training regimen," according to Under Armour.
The point of differentiation for Recovery Sleepwear: "A bioceramics technology incorporated into a pattern lining the garments, which are designed to maximize comfort and fit, (with) particles that absorb infrared wavelengths emitted by the body and reflect back Far Infrared, helping the body recover faster while promoting better sleep."
Far Infrared therapy (FIR) involves the use of Far Infrared rays to gently heal, soothe, stimulate and detox the physical body, as well as the mind.
Under Armour said that its science-backed approach to sleep and recovery is "strengthened by a new collaboration with Johns Hopkins Medicine centered around tracking, understanding and analyzing sleep patterns."
In a supporting spot, "Recovery Sleepwear: Rest Win Repeat," Brady offers, "You can only work out as hard as your ability to recover. The harder you work out the faster you break down. To be able to rebuild my body with a good night’s sleep is important (for me) to continue to play football at a very high level.
"Without the Recovery Sleepwear, I don’t feel I would be able to achieve the things I have done and hope to continue to do."
Support also includes Internet, social media, POP and consumer activation. A dedicated Web site offers "Tom Brady’s Keys To Better Sleep" and other information on the Under Armour effort and products.
Brady, who earns upward of $10 million from endorsements, also has deals with Ugg, Movado and Simmons Beautyrest Black line of upscale mattresses, which he now can put to even better use with Recovery Sleepwear.
Brady said he is not keeping the technology to himself. Through the new UA Athlete Recovery Sleepwear, Brady and Under Armour "aim to provide all athletes with the off-field support that will maximize their ability to perform."
"At Under Armour our goal is to constantly innovate and uncover new solutions that take performance to the next level," Kevin Haley, president of innovation and category management for Under Armour, said during a media event at the CES Show in Las Vegas.
"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," said Haley.
Under Armour’s Recovery line also includes the recently unveiled recovery-focused Record Equipped running footwear and a new update to the UA Record mobile app: a Sleep Recovery System.
New features within UA Record include a sleep-tracking device, which automatically monitors sleep each night; a proprietary 14-day Sleep Score that assesses the quality of sleep; and custom coaching, which offers "timely reminders, insights, and tips to provide direct guidance on how to improve sleep habits and maximize recovery and performance."
Under Armour said that by using the Athlete Recovery Sleepwear and UA Record together as a system, "athletes will be able to accelerate recovery time and gain a deeper understanding of their sleep."
At 39, Brady is included in the conversation of being the G.O.A.T. NFL quarterback by winning four Super Bowls, two league MVPs, three Super Bowl MVPs and 12 Pro Bowl selections with the New England Patriots since 2000.
Brady, who has a strict, well-documented training, diet and workout regimen, recently proclaimed that he wants to play until he’s 45.
Under Armour is apparently doing all it can to make that happen.
"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.
Under Armour's Athlete Recovery Sleepwear is now available on UA.com and at select Under Armour Brand Houses. (SMRP $80 - $100. The new line of Record Equipped running footwear will laugh Feb. 1 (SMRP $140.00 - $160.00).
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