SLEEP NUMBER:

FUTURE OF SLEEP

Long known for adjustable air beds and a retail-driven sales model, Sleep Number was widely perceived as a functional, legacy brand—often associated with older consumers rather than innovation. As the mattress category rapidly evolved, direct-to-consumer disruptors like Casper and Purple reshaped expectations with digital-first storytelling, simplified purchasing, and messaging centered on sleep science and technology for Millennials. Sleep Number faced a pivotal moment: modernize or risk irrelevance.

THE CHALLENGE

Consumer expectations around sleep were changing fast. Shoppers increasingly demanded personalization, data, and proven health benefits, while Sleep Number was still viewed as a traditional mattress brand. The challenge was to evolve perception—shifting from “adjustable beds” to a technology-driven sleep system brand—without alienating its loyal customer base.

The campaign culminated in a high-impact Super Bowl 50 spot, “The Bed That Moves You,” which positioned Sleep Number as responsive, intelligent, and tech-forward. The creative highlighted real-time adaptability—demonstrating how the bed responds to the body throughout the night—cementing Sleep Number’s role as a leader in sleep innovation rather than a legacy mattress retailer.

CREATIVE SOLUTION

THE STRATEGY

CREWED partnered with Sleep Number to reposition the brand through technology-forward storytelling and cultural relevance. The strategy focused on reframing the product as an adaptive, health-driven sleep system—powered by real-time data and individualized performance—rather than a static mattress.

Key initiatives included:

  • Modernizing the brand voice to emphasize sleep science, performance, and wellness

  • Translating proprietary technology into clear, human-centered benefits

  • Updating visual language and messaging to resonate with younger, health-conscious consumers

  • Aligning product storytelling with cultural moments and mass awareness platforms

WHY IT WORKED?

Modernizing Sleep Number meant rethinking both the creative approach and the environments on screen. Campaigns shifted from static, showroom-style settings to contemporary, lifestyle-driven spaces—using motion, clean design, and modern homes to reflect sleep as part of an active, performance-focused life.

By centering sleep science as a competitive advantage, the brand expanded beyond the bedroom into elite athletics, aligning its personalized data and real-time responsiveness with professional sports and partnerships across the NFL. Together, these shifts reframed Sleep Number from a functional legacy brand into a design-forward, tech-enabled sleep authority connected to real-world performance, health, and longevity.

IMPACT

  • 1.4B TV impressions

  • 5.9M social impressions

  • $16.9M campaign spend

  • Reestablished Sleep Number as a sleep technology leader

  • Increased engagement with younger audiences while retaining core customers

  • Secured a distinct, defensible position in a rapidly crowded mattress market

TAKEAWAY

By grounding the brand in science, technology, and modern storytelling, CREWED helped Sleep Number successfully transition from an aging category player into a future-facing sleep performance brand—proving that legacy companies can win in disruption-era markets when insight, creativity, and strategy move together.