Under Armour Athlete Recovery Sleepwear

BUILDING A STRONG SLEEP ETHIC

Working with champion footballer Tom Brady, Under Armour developed a luxuriously soft fabric that helps soothe sore muscles and bring on zzz’s. No longer eight hours of downtime. But an active part of performance. Not a lazy way to spend a Sunday. But a vital part of every athlete’s routine. It was a story that everyone, including Tom Brady, could get behind.

WAKE UP & GO TO MARKET

Pajamas in the training aisle? It was a novel concept. One in need of some credible backing. So we brought the words of real athletes and bonafide pajama wearers to the forefront.

Killer customer reviews. Fresh and candid photography. Peer reviewed research papers. We featured the written and visual storytelling shoppers have come to expect from flagship products online.

Then we took it one step farther, reaching editors at major magazines with an unexpected delivery. An introduction to Under Armour’s stance on sleep, plus a pair of Athlete Recovery Sleepwear for them to try—and ultimately recommend on their holiday gift lists.