Under Armour teams with NFL's Tom Brady for high-tech sleepwear

Under Armour teams with NFL's Tom Brady for high-tech sleepwear

After showing up to practice wearing his pajamas, it's no secret that Tom Brady is all in on his new ludicrously expensive sleepwear from Under Armour.

The new app experience includes features to monitor, optimize and help athletes gain deeper understanding of their sleep schedules and patterns. "This drove our focus to make all athletes better through the science of sleep and recovery, and to unlock the potential for athletes to use sleep as a weapon to reach their absolute peak", said Mike Lee, chief digital officer, Under Armour.

Amusing or Die wrote the story and provides Brady's keys to better sleep at the end. 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.

The catch is, all this spiffy futuristic sleepwear will cost you anywhere between $80 to $100 at UA.com and select Under Armor stores. Brady has said he'd would like to play until he is 45, which helps explain why he might be interested in the technology behind this new sleepwear.

Tom Brady is apparently also a longtime proponent of the technique, as he worked with Under Armour to commercialize the technique via its sleepwear line.

"We are providing athletes with untapped insight and guidance into the importance of sleep and recovery in a way that's truly unique to Under Armour", Kevin Haley, Under Armour's president of innovation and category management, said in the announcement.

While many investors question UA's investments in Connected Fitness, Barclays believe these investments could ultimately provide the company with a rare opportunity to create a longer-term competitive advantage versus traditional athletic brands. The sleepwear is now on display at the ongoing Consumer Electronics Show (CES) in the US. In a new product release from Under Armour, the football public might be able to understand one of the reasons for Brady's longevity, at least according to Brady. Demonstrated at the keynote by Michael Phelps, the Jump Test requires athletes to jump six times to measure muscle fatigue and "readiness".



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