Sleep Number announced a strategic partnership with three‑time Super Bowl champion Travis Kelce, who will become a shareholder and brand ambassador. Kelce will acquire common stock on the open market and receive restricted stock units that vest over a three‑year term, representing an ownership stake of less than 5%. He has been a Sleep Number customer since 2019 and will appear in the company’s national advertising campaigns to highlight the benefits of its adjustable‑air‑bed technology for performance, recovery and overall wellbeing.
The partnership builds on Sleep Number’s long‑standing relationship with the NFL, which has been the league’s Official Sleep + Wellness Partner since 2018 and is used by 83% of NFL players. Kelce’s high profile and health‑focused brand are expected to broaden the company’s appeal to younger consumers and reinforce its premium positioning in a market where it has been losing unit‑sales market share.
Sleep Number’s recent financial performance shows a 19.6% year‑over‑year decline in revenue to $342.9 million in Q3 2025, missing analyst expectations by 5.4%. The decline reflects weaker demand and loss of market share in unit sales, while the company’s gross margin improved to 56.6% from 54.8% the prior year, driven by pricing power and a shift toward higher‑margin product lines.
CEO Linda Findley highlighted that the partnership with Kelce is part of a broader turnaround strategy that includes fixed‑cost reductions, an extended bank agreement through 2027, and targeted investment in growth for 2026. She noted that Kelce’s passion for sleep health and business acumen will accelerate the company’s efforts to attract younger consumers and strengthen brand equity.
With approximately 600 retail stores nationwide, Sleep Number is positioned to leverage Kelce’s endorsement across its distribution channels and digital campaigns. The company’s stock has declined 44.9% over the past year, but the partnership is viewed as a potential catalyst for renewed consumer interest and sales momentum.
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