BEDGEAR Launches “Sleep Fuels Marathons” Campaign

BEDGEAR is set to launch its Sleep Fuels Marathons campaign, created to introduce the performance sleep company to the worldwide community of runners as a sponsor of the 2017 TCS New York City Marathon. As part of the partnership, BEDGEAR will also host an interactive booth featuring its Pillow ID application and other experiential technology at the pre-race TCS New York City Marathon Expo Presented by New Balance beginning Thursday, November 2nd at the Jacob K. Javits Convention Center.

The campaign rolls out this month with video storytelling, digital and social content as well as an MTA subway station domination at Wall Street, designed to tap into the competitive nature of that audience. BEDGEAR will also host special events at the NYRR RUNCENTER and 2017 TCS New York City Marathon Pavilion, as well promote two influential marathoners in the race, Adam Francique and Alissa Coffman, as part of the BEDGEAR race team. BEDGEAR will be revealing insights into their team’s training regimens, focusing on sleep and wellness tips, as well as presenting meet and greet opportunities at the 2017 TCS New York City Marathon Expo Presented by New Balance.

BEDGEAR’s interactive booth will offer customized fittings using its Sleep System ID and Pillow ID, outfitting visitors with the ideal bedding equipment to get the most out of their sleep. The Sleep System ID uses both camera and sensor technology to read body size, sleep position and temperature. Data will be collected by a combination of manual input, temperature and support sensors. BEDGEAR product specialists will be available to fit runners for products that create their optimal sleep environment.

BEDGEAR events at the NYRR RUNCENTER and 2017 TCS New York City Pavilion Stage will include presentations on Sleep Science by Lorenzo Turrichia, research scientist, and sessions of Yoga Nidra led by Ingrid Prueher, a pediatric and adult sleep and nutrition consultant. The NYRR Training Coaches will also integrate sleep advice into their course strategy talks throughout the TCS New York City Marathon Expo Presented by New Balance. Visit for more details on times and locations.

At the same time, BEDGEAR will be unveiling its Ver-Tex technology expansion in a new line of cool-to-the-touch sheets and blankets. Their proprietary Ver-Tex fabric technology provides unparalleled humidity control throughout the night, ensuring more comfortable rest. These new products expand upon the popularity of the brand’s Ver-Tex pillows, all of which will be on sale at the Jacob K. Javits Convention Center space.

“We are excited for this first year of our partnership with the TCS New York City Marathon and this campaign that relates to and advances the mindset of the participants,” said Eugene Alletto, BEDGEAR CEO. “The numerous events we have planned will expand the runners’ experiences pre-race day, during race day and post-race day. We’re thrilled to introduce BEDGEAR as their performance sleep partner, expanding the New York Road Runners’ curated selection of products to enhance their lifestyles.”

“It’s no exaggeration to say that quality sleep can fuel marathons,” said Chris Sojka, chief creative officer at Madwell, BEDGEAR’s Agency of Record and the agency behind the campaign and its execution. “Your bed is only as good as the sleep you get, and being able to maximize your marathon is a perfect example of what the right equipment can do.”

BEDGEAR believes that performance bedding helps runners and other athletes achieve sleep at the highest level, and that quality sleep is just as important as any other part of a runner’s training routine. This idea is central to the Sleep Fuels Marathons campaign: sleep prepares marathoners to push from mile one to mile 26.2.

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About BEDGEAR Performance: Founded in 2009, BEDGEAR is a rapidly growing lifestyle brand of performance bedding for people that want to achieve more every day. BEDGEAR has redefined the way people view sleep by offering personalized products based on sleep position and body frame. Our patented fabric technologies wick away heat and moisture to help regulate body temperature and generate a cooler, drier sleep environment to maximize recovery at night. With distribution facilities in the US and Asia, BEDGEAR is sold in national retailers in the US and Canada, as well as expanding globally. BEDGEAR currently partners with the Boston Red Sox and Dallas Mavericks alongside a history of professional athletes and sports teams, including the Denver Broncos.