LAS VEGAS—Tom Brady, quarterback of the New England Patriots, really really loves his rest. And to help the sleep-deprived masses, he enlisted the help of Under Armor to design smart sleepwear to help athletes to "rest, win, and repeat."
The Athlete Recovery Sleepwear—which is really just a fancy way to say smart pajamas—looks like what you would expect. Fitted, but not tight and uncomfortable, and in line with Under Armor's overall aesthetic. What's different is the hexagonal TB12 bioceramic infrared pattern on the inside of the shirt and pants. This is meant to absorb infrared wavelengths and reduce inflammation while you sleep, aiding in recovery time so that you can be at your best the next day.
At Under Armor's keynote event here at CES, CEO Kevin Plank said it took the company about 2.5 years to figure out a way to embed the infrared tech into clothing. But sleepwear is only one part of Under Armor's two-part plan to help you sleep better. The company also updated its UA Record app to include a Sleep Recovery System. The app, which was developed with sleep experts from Johns Hopkins, pairs with the UA Band, a phone, or a supported third-party tracker to record your sleeping habits. It also gives you a 14-day Sleep Score that measures how consistently (or inconsistently) you sleep, and tips on how to improve. For the record, Tom Brady is a very consistent sleeper.
If this sounds a bit ridiculous, rest assured Under Armor is having some fun with it too. The company's booth was littered with photos of a sleeping Brady in artful repose, and Under Armor closed out the keynote with a parody QVC commercial starring Brady hocking everything from pajamas and giant teddy bears, to his own personally recorded white noise sleep aids.
The catch is, all this spiffy futuristic sleepwear will cost you anywhere between $80 to $100 at UA.com and select Under Armor stores. That's per item. So really you're looking at anywhere between $160 and $200 for a pair of pajamas.
Under Armor also launched its latest UA Record Equipped sneakers including the UA Speed Form ($160), Gemini 3 RE, UA Velociti RE ($140), and UA Speed Form Europa RE ($160). The shoes work with the brand's MapMyRun app, which includes a new feature called the Jump Test. Demonstrated at the keynote by Michael Phelps, the Jump Test requires athletes to jump six times to measure muscle fatigue and "readiness." The shoes are available for pre-order on UA.com and come with an annual MVP subscription to MapMyRun.
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