Athletes are no longer just training harder, they’re sleeping smarter. P.J. Washington’s new partnership reflects sleep’s rising role in competitive performance
Bedgear has partnered with NBA forward P.J. Washington as the sleep tech company marks its eighth straight year as the official sleep partner of the Dallas Mavericks.
The collaboration with Washington highlights Bedgear’s continued focus on elite sports, where sleep products are increasingly viewed not just as sources of comfort but as tools for performance and recovery.
“As a professional athlete, having a personalized sleep system is crucial to my performance and recovery, and Bedgear keeps me at my best,” Washington said. “Their performance bedding helps me stay cool and sleep deep, so I always wake up feeling recharged and ready to put in the work.”
Bedgear touts its fully personalized performance sleep system, where Washington selected every element to fit his individual body type, sleep position and temperature preference. The company offers the dual-sided modular M3 Performance Mattress, Night Ice Performance Pillow, instant-cooling Ver-Tex Sheet Set and breathable Performance Comforter.
“P.J. embodies the mindset of a modern athlete—he understands that what you do off the court is just as important as what you do on it,” Bedgear founder and CEO Eugene Alletto said. “Bedgear remains committed to helping athletes reach their full potential. We’re excited to collaborate with P.J. as we continue to lead the conversation around sleep as the most essential element of recovery—not just for professional athletes but for all who are looking to take their game to the next level.”
The partnership includes a content campaign featuring the first-round pick in the 2019 NBA Draft, with a CTV commercial, a dedicated landing page, exclusive offers, a social media collaboration and an in-store retail presence.
“P.J. understands that greatness is built in the hours no one sees,” Alletto said. “This collaboration brings visibility to something elite athletes already know—sleep is a tool. And when every layer of your sleep system is fit to you, you show up sharper, stronger and more prepared.”
Elsewhere in the sleep space, neuroscientist-led startup Somnee has just raised $10 million in seed extension funding for its AI-powered headband that uses EEG sensors to help users fall asleep faster and stay asleep longer. Co-founded by Dr. Matt Walker and already in use by NBA teams and Equinox Hotels, Somnee delivers personalized brain stimulation through a 15-minute pre-bed session. The company says its results outperform melatonin, Ambien and even cognitive behavioral therapy for insomnia.
The Inactive Company, an Atlanta-based brand developing sleep products for high-performance athletes, is also supporting the quest for the perfect snooze, placing its patented Inactivators sleep mask in more than a dozen college and NFL locker rooms, including the Dallas Cowboys, Atlanta Falcons and New York Giants.
