Travis Kelce (Image via Getty Images)

Travis Kelce (Image via Getty Images)

Because sleep Number is already part of his daily routine, kelce’s decision stands out.

The NFL star said he has used the company’s bed for years, making the investment a natural extension of an existing relationship rather than a simple promotional deal.

The company has also highlighted its connection with professional football, noting that 83% of NFL players own one of its beds. The January announcement therefore marked more than another celebrity partnership.

Sleep Number’s adjustable beds allow users to change their settings based on their comfort and recovery needs, something Kelce said has mattered throughout his career. He is expected to appear in Sleep Number’s television and digital advertising campaigns, according to Variety. His experience as a professional athlete also gives the partnership a clear purpose. Recovery is a major part of an NFL player’s career, and quality sleep can become increasingly important as the physical demands of football build over time. Kelce explained his decision in a statement: The partnership also puts Kelce in front of consumers in a new way. It showed how Kelce is building a business identity that can stand alongside his NFL career. His investment in Sleep Number combines something he already knows with an opportunity to help shape where the company goes next.