Track and field athletes typically attract non-traditional sponsors as companies look to capitalize on hype for the summer’s Olympic Games.
This year, Red Bull has stepped to the plate by making Lolo Jones, Alysia Montano and Trey Hardee brand ambassadors. Ryan Hall is now a spokesman for Vizio television sets.
Most recently, Olympic medalists David Oliver and Hyleas Fountain have been named sleep ambassadors with performance bed sheets company SHEEX.
SHEEX, Inc. is the maker of the world’s first luxury performance bed sheets. The company’s mission is to create an entirely different kind of bedding using the finest in professional-quality athletic performance fabrics.
Oliver holds the American record in the 110 meter hurdles at 12.89 seconds and claimed the gold medal at the 2008 Olympics.
Fountain was the 2008 Olympic silver medalist in the heptathlon and has won a total of four outdoor national titles.
Both are members of the Track and Field Athletes Association, a coalition of professional track athletes whose mission is to support the sport and its athletes by introducing and leveraging new marketing opportunities.
“We are excited to partner with a company like SHEEX,” said TFAA treasurer Ann Gaffigan, a major player in the ongoing discussions over athlete sponsorship in track and field. “Not only are their products of the highest quality, but the company was founded by competitive athletes and coaches who understand what it takes to perform at their best. We strongly believe in athletes helping each other out, both on and off the field and we look forward to a long-term partnership with SHEEX.”
Read the entire release below:
(Irmo, South Carolina – February 7, 2012) SHEEX, Inc., maker of the world’s first luxury performance bed sheets, announced today that it has formalized a partnership with the Track and Field Athletes Association (TFAA) to help elite track and field athletes and Olympic hopefuls sleep better so they can perform at their peak. Olympians and TFAA members David Oliver and Hyleas Fountain will lead the group as official SHEEX Sleep Ambassadors.
The TFAA is managed by elite and professional track and field athletes whose mission is to support the sport and its athletes by introducing and leveraging new marketing opportunities. According to TFAA treasurer, Ann Gaffigan, the goal and vision of the TFAA closely mirror the core values of the SHEEX brand.
“We are excited to partner with a company like SHEEX,” Gaffigan says. “Not only are their products of the highest quality, but the company was founded by competitive athletes and coaches who understand what it takes to perform at their best. We strongly believe in athletes helping each other out, both on and off the field and we look forward to a long-term partnership with SHEEX.”
Oliver, a 2008 Olympic bronze medalist in the 110-meter hurdles, comments, “I am very proud to be associated with the SHEEX brand. For one, their effortshave been a great support to the TFAA organization and all of our members. I cannot thank them enough. Secondly, they are on the cutting edge of sleep technology and I am very excited about the possibility of resting even better as I embark on a very tough march towards my goal of the Olympics this summer. SHEEX will definitely be there every step on the way!”
Heptathlete and 2008 Olympic silver medalist Hyleas Fountain approaches her new role as a SHEEX Sleep Ambassador with the same enthusiasm she exudes on the track. “I am excited to be a part of the SHEEX Sleep Ambassadors and know how important a great night’s sleep is before a competition, let alone training days,” Fountain says. “Through this experience I look forward to many great performances.”
In partnering with SHEEX, Oliver, Fountain and the TFAA join 13 other world-class athletes who have teamed up with the innovative brand to improve their sleep for better recovery and performance. Other SHEEX Sleep Ambassadors include Mirinda Carfrae (triathlon), Ben Tate (football), Becky Morgan (golf) and Jason High (MMA).
“We’re thrilled about this partnership with the TFAA and to support Olympians like David and Hyleas as they prepare for London,” says SHEEX co-founder and co-CEO Susan Walvius. “Track and field athletes have demanding training and competition schedules and require proper rest and recovery to perform at their best. We look forward to hearing from these athletes how SHEEX have helped them sleep better at night so they can train and compete betterduring the day.”
SHEEX, Inc. was co-founded in 2007 by former University of South Carolina basketball coaches Susan Walvius and Michelle Marciniak. Both were accomplished collegiate student-athletes: Walvius starred at Virginia Tech and earned acclaim as a scholar-athlete while Marciniak played for the legendary coach Pat Summitt at the University of Tennessee and led the LadyVols to the 1996 NCAA title while earning MVP honors in the National Championship game. Michelle went on to play professional basketball for six years in the ABL and WNBA and was a 10-year veteran of USA Basketball.
SHEEX has been seen at the ESPYs, the U.S. Women’s Open Championship, and the National Association of Collegiate Women Athletics Administrators annual convention. The SHEEX founders have twice been recognized at Fortune Magazine’s Most Powerful Women Summit and have been profiled by media outlets including CNN, Fortune, The New York Times, and O, The Oprah Magazine.
SHEEX’s mission is to create an entirely different kind of bedding using the finest in professional-quality athletic performance fabrics. SHEEX product lines include the Home, Nautical (boat), Travel and Baby Collections. More information is available at www.SHEEX.com.