Sleep Number Launches “To a Good Life’s Sleep™,” its Newest Fully Integrated Campaign and the Next Phase in its Brand Evolution

Business

Sleep Number Launches “To a Good Life’s Sleep™,” its Newest Fully Integrated Campaign and the Next Phase in its Brand Evolution

2026-04-28 20:32 Last Updated At：20:41

MINNEAPOLIS--(BUSINESS WIRE)--Apr 28, 2026--

Sleep Number Corporation (Nasdaq: SNBR) launched its newest marketing campaign, “To a Good Life’s Sleep,” marking the company’s first major integrated campaign in several years and the next phase in its brand evolution.

This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20260427543010/en/

The campaign spotlights what sets Sleep Number apart: a truly personalized comfort that adapts as your life and your sleep needs change daily. The campaign is inspired by everyday lives and what they might look like in a world that adapts effortlessly and almost magically to each person, just like a Sleep Number bed.

“The benefits of a Sleep Number bed are clear – if your body and your sleep needs change daily, your mattress should too. That’s what sets us apart from others in the industry,” said Amber Minson, Sleep Number’s EVP and Chief Marketing Officer. “As we continue to evolve the brand, we are shifting away from feature-centric and utility-based messages to a benefit-focused narrative, and are seeing impactful results, so far. This strategy clearly communicates what makes us different, while also supporting our redesigned portfolio with an integrated brand, product and digital experience.”

Creative Inspired by Our Ever-Changing Lives

Created in partnership with Fallon, the campaign explores a simple question: What if the world worked like a Sleep Number bed, seamlessly adapting to one’s comfort at every step of the day, in every way? Imagine a world that cools someone down when they start to sweat.

At the center is Sleep Number’s differentiated adjustable technology, which allows sleepers to personalize firmness and support and adapt it over time for better alignment, less pressure and more restful sleep. Built for durability and designed to evolve as needs change, Sleep Number beds offer long‑term value that traditional mattresses can’t match.

Spots launching this week across Sleep Number’s owned and paid channels, including linear TV, digital TV, streaming audio and the brand’s social platforms are:

Sleep Number Marketing Strategy

The campaign supports Sleep Number’s full portfolio, from more accessible entry‑level options to premium smart beds, by telling a clear, benefit‑led story across every price point.

Modernizing marketing efforts, including leading with benefits-first messaging, is one of the core tenants of Sleep Number’s turnaround strategy. The new marketing strategy continues to demonstrate strength. Sleep Number’s most recent brand tracker, completed in January 2026, showed broad gains despite ongoing mattress category pressure. Brand consideration among premium shoppers increased by 10 percent, the highest in the category, along with the highest level in six years of key consideration drivers including value, quality, aspirational fit, comfort and individualized comfort.

To learn more visit sleepnumber.com.

About Sleep Number Corporation

Sleep Number ® is the leader in personalized sleep wellness. Its mattresses are designed to evolve with each sleeper to help them feel and perform their best. With adjustable firmness, pressure-relieving support and temperature balancing comfort built into every mattress, Sleep Number beds adapt to customers’ changing needs, night after night, year after year.

Backed by almost 40 years of innovation, 1,000+ patents and patents pending, and billions of hours of sleep data, Sleep Number has helped more than 16 million people achieve their best sleep. The fully integrated model ensures quality, durability, and care at every step—from design and craftsmanship to delivery and long-term support.

Sleep Number products are awarded the industry's top recognitions, including ranked #1 in customer satisfaction for mattresses purchased in-store and online, and #1 in comfort, by J.D. Power. In addition, the company is the Official Sleep + Wellness Partner of the NFL, marking a relationship that leverages players, team partnerships, and league-wide initiatives to amplify brand awareness and drive consumer engagement.

Sleep Number mattresses, bases, bedding, and furniture are available exclusively at its 600 stores nationwide and online. To learn more, visit SleepNumber.com or a store near you.

Forward‑Looking Statements

Statements used in this news release relating to future plans, strategies, events or performance, such as statements regarding the company’s marketing strategy, brand evolution, the expected benefits or impact of its newest integrated campaign, and the company’s broader turnaround initiatives, are forward‑looking statements subject to certain risks and uncertainties which could cause actual results to differ materially. The most important risks and uncertainties are described in the company’s filings with the Securities and Exchange Commission, including in Item 1A of the company’s Annual Report on Form 10‑K and other periodic reports. Forward‑looking statements speak only as of the date they are made, and the company does not undertake any obligation to update any forward‑looking statements.

Trump and Charles greet each other warmly as the king begins a day of diplomacy in Washington

WASHINGTON (AP) — President Donald Trump and King Charles III greeted each other warmly on Tuesday as the monarch began a day of diplomacy in Washington designed to emphasize a bond between the United Kingdom and the United States that is so strong it can withstand the political turmoil of the moment.

Trump welcomed Charles and Queen Camilla to the White House in a ceremony on the South Lawn. The king shook hands with members of Trump's Cabinet before joining the president for a rendition of the national anthem.

The leaders will huddle later in the Oval Office for a meeting that’s closed to the public, reducing the potential for the freewheeling, sometimes controversial meetings with foreign officials that have become routine during Trump’s second term.

Charles will later become the first British monarch to address the U.S. Congress since his mother, Queen Elizabeth II, in 1991. Her speech highlighted the shared history of both countries and the importance of their democratic values, themes Charles will likely reinforce on Tuesday.

Such addresses are an opportunity afforded to only the most prominent world leaders, including Pope Francis, Václav Havel and Winston Churchill. It will likely mark the most extensive public remarks Charles will deliver during a four-day visit to the U.S. that's intended to celebrate the country's 250th anniversary of independence from Britain.

House Speaker Mike Johnson, R-La., became the first sitting leader of his chamber to address the U.K. Parliament earlier this year. He attended a garden party with the king in Washington on Monday and said he told him he would be “well received” in Congress.

The visit comes at a challenging moment for U.S.-U.K. relations. Trump’s up-and-down relationship with British Prime Minister Keir Starmer has taken a particularly sour turn over the past several months as the Republican president has sought to rally international support for the war in Iran. Trump criticized Starmer, who has largely resisted his overtures, by saying “this is not Winston Churchill that we're dealing with.”

Trump has also imposed tariffs on the U.K. and warned of additional levies despite a Supreme Court ruling earlier this year that has made such unilateral moves more challenging. Trump threatened just last week to slap a “big tariff” on the U.K. if it doesn't scrap a digital services tax on U.S. technology companies.

Trump has more broadly challenged the traditional trans-Atlantic alliance with efforts to annex Greenland and threats to walk away from NATO. He has repeatedly imposed tariffs on and taunted Canada, a member of the British Commonwealth.

Meanwhile, Charles has faced some calls on Capitol Hill to meet with victims of Jeffrey Epstein while he is in the U.S. There's no indication that he will do so even as the scandal involving the convicted sex offender has ensnared his brother, who was arrested in February over misconduct allegations, which he denies.

Rep. Ro Khanna, D-Calif., urged the king over the weekend to at least address the issue during his congressional speech.

House Democratic leader Hakeem Jeffries of New York blamed Republican policies on Monday for straining the U.S.-U.K. relationship.

“Hopefully, the king's visit is going to go a long way toward repairing the damage that this administration has done to one of our most important allies in the world,” Jeffries said.

Charles and Camilla arrived at the nation's capital on Monday and held a tea with the president and first lady Melania Trump. The royal couple will continue their U.S. trip later this week with stops in New York City and Virginia.

Associated Press writer Stephen Groves in Washington contributed to this report.

Sleep Number Launches “To a Good Life’s Sleep™,” its Newest Fully Integrated Campaign and the Next Phase in its Brand Evolution

Business