New Sleep Technology Care Of … Tom Brady?

Quite possibly the sleeper hit of the Consumer Electronic Show (CES) 2017? Three-time Super Bowl MVP, four-prime Super Bowl Champion, legendary New England Patriots quarterback Tom Brady. Or at least his new technology.

Beyond his NFL talents and with his wife, Gisele Bundchen, he has become known for focusing on a stringent and healthy lifestyle. Earlier this year, the couple released the $200 TB12 Nutrition Manual that instructs staying away from sugar, white flour, olive oil, iodized salt, tomatoes, peppers, mushrooms, caffeine and dairy. TB12 is Brady’s wellness line that has expanded to include food, clothing and other fitness gear.

Now, at CES 2017, Brady’s adding sleep to that lineup. And it’s already awakened critics on both news and sports sites.

“I firmly believe that sleep and recovery are critical aspects of an effective and holistic training program,” Brady said in a statement. “Proper sleep has helped me get to where I am today as an athlete, and it is something that I continue to rely on every day.”

In collaboration with Under Armour and his TB12 line, Brady has unveiled a line of sleepwear known as the Sleep & Recovery System. The system works with a new UA Record app to promote healthier sleep and athletic performance, hit sleep goals, and formulate better habits. Using inflammation-reducing, infrared technology that is placed against the skin, the sleepwear line is supposed to help wearers sleep better and more soundly.

The line is already available on the Under Armour website, with copy details of the products that are already getting critics riled up. The product line runs $80 to $100 per item and includes a $99.99 long-sleeve shirt that is made of, according to release details, “insanely soft modal fabric for complete comfort.” Critics point out at the fact that sleepwear should be innately soft given the activity, which is, of course, sleeping.

Brady, who has been outspoken previously about getting at least nine hours of sleep per night, endorsed the technology by adding that “to be able to rebuild my body with a good night of sleep is so important to be able to continue to play football at a very high level.”

American Ballet Theatre’s Principal Ballerina Misty Copeland is also featured on the site as an endorser of the sleepwear technology.

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