The sportswear brand Reebok is creating a new sleep system with the help of India-based manufacturer Taram Textiles.
Under the licensing agreement, Reebok and Taram will be introducing a comprehensive home textiles collection promoting the concept of “sleep as a sport.” The license covers both the U.S. and Canadian markets.
The Indian manufacturer is creating a sleep system that includes sheets and utility bedding products that promote wellness. The collection will be tiered for good/better/best, mirroring the marketing and distribution strategy of the Reebok sportswear brand.
For example, pillows will be offered in three different varieties. One will feature cooling properties with down-alternative fill, another that is both cooling and supportive with shredded foam fill, and a third that is both cooling and supportive with graphite memory foam.
“The idea is that sleep is an activity and that you should approach it as you would your exercise or your diet,” said David Greenstein, Taram’s president of strategy & sales. “I think this will set a new standard for performance in home.”
The Reebok home collection also includes a core towel program that is quick dry and anti-microbial, as well as a neck-cooling sports towel that is also anti-microbial. Performance claims for all product attributes are tested by Reebok, Greenstein said.
Reebok’s parent company Authentic Brands Group also notes that all of the new products feature sustainability aspects as well.
“The brand is synonymous with performance and style, and Taram Textiles’ expertise makes them an ideal partner to drive Reebok’s expansion into the home category,” said Steve Robaire, EVP of Reebok at Authentic Brands Group.
The entire bedding and bath system is being authenticated by Reebok. Performance attributes for soft home goods also sync to Reebok’s focus on healthy living for the brand’s apparel products.
“Together, we are determined to establish a new standard in performance bedding and home products, that will re-energize the body and mind by creating solutions for a good night’s sleep,” said Ram Raja, managing director of Ramaraju Surgical Cotton Mills Ltd, Taram Textiles’ parent.