Sleep Next Level

Today, Sleep Number Corporation (Nasdaq: SNBR), a wellness technology leader, kicked off its “Sleep Next Level™” brand positioning campaign, featuring Gabrielle Union and Dwyane Wade. The new films debut the brand’s strategic partnership with global creative agency 72andSunny. Fresh off the launch of the next gen Sleep Number® smart beds earlier this month, “Sleep Next Level” is a call for all achievers, including parents, entrepreneurs and athletes, to take control of their sleep by harnessing the life-changing benefits of individualized sleep, made possible by the brand’s highly innovative smart bed technology.

The new campaign is running exclusively in the U.S. and features award-winning actress, producer, entrepreneur and New York Times best-selling author Gabrielle Union, and her husband, former NBA star and Basketball Hall of Fame inductee Dwyane Wade, who share that the secret to unlocking a more impressive you: it starts with a next gen Sleep Number smart bed. The films were directed by Paul Hunter of PRETTYBIRD. Created in partnership with 72andSunny, this is the first piece of joint Sleep Number campaign work since the two collaborated earlier this year.

Gabrielle and Dwyane are real-life Sleep Number “Smart SleepersSM” who love the adjustable firmness, comfort and support on each side of their smart bed. Said Gabrielle, “We finally found our own optimal sleep [settings], to suit our different needs. Our relationship is going strong because we have figured out how to sleep comfortably. We love this bed.”

The campaign features several films for broadcast, streaming and social media, highlighting the newest benefits and features of the next gen Sleep Number smart bed. The new smart beds constantly learn how you sleep better and automatically adapt to and adjust with you over time. The films bring this concept to life, showing no two people sleep the same and their individual needs can change, whether they’re pregnant, recovering from injury, aging or simply living day-to-day. As a brand that delivers unique sleep solutions for every kind of sleeper - particularly couples with different sleep needs - this enables a highly individualized sleep experience that is personal to everyone and helps them improve their sleep night after night and over time.