On Wednesday, Sleep Number announced it has entered a strategic partnership with Travis Kelce, star tight end for the Kansas City Chiefs and noted fiancé of Taylor Swift.

In addition to Kelce becoming one of the Minneapolis-based company’s top shareholders, with a stake of under 5%, he will feature in marketing campaigns, including TV commercials and digital content.

Kelce said in the news release that he has slept on Sleep Number since 2019, which factored into his decision to invest. 

“The ability to adjust the bed as my recovery needs change is something I’ve personally relied on, and it’s why becoming an investor felt like a natural next step,” he said. “This partnership reflects my confidence in where the company is headed and the growing opportunity around sleep.”

Linda Findley, president and CEO of Sleep Number, said Kelce “understands firsthand the importance of sleep in everyday performance, especially in recovery.” 

The three-year collaboration with Kelce is one of several steps the company is taking to put out more formidable marketing in the face of some financial downturns.

The company reported its 11th straight quarter of sales declines this past November, as well as a net loss of $40 million. Findley said at the time that leadership had identified the causes of the drop in sales. Three key areas—product, brand positioning, and distribution—became the focus for strategic realignment.

“The partnership is one piece of a larger, integrated push to boost brand consideration and increase consumer search,” says Muriel Lussier, VP of strategic and external communications. Lussier says that, over the past nine months, the company has worked on “revamping its marketing foundation and creating a stronger, more effective engine for growth.” 

She says the partnership is a core part of Sleep Number’s strategy to reach a younger demographic. The marketing campaign that follows will be “grounded in [Kelce’s] experience,” highlighting how Sleep Number’s products have supported his performance, recovery, and wellbeing.

The partnership will not significantly change the brand identity of Sleep Number but will build on the concept of “personalized sleep wellness,” says Lussier.

The company’s new strategy, which Lussier refers to as “Sleep Number Shifts,” represents a company-wide effort to improve its return on investment.

“Sleep Number is in a turnaround,” says Lussier. “Since Linda Findley joined as CEO in April 2025, every part of the business has been impacted by change, including marketing.”

Kelce’s investment also expands on Sleep Number’s prior collaboration with NFL players. According to the release, 83% of NFL players use the company’s product.

“Travis’ passion for and awareness of the health benefits of sleep, combined with his business acumen, will be a helpful accelerator of our work as we continue to share our story and attract new, younger consumers to the brand,” Findley said.