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BEDGEAR Announces Partnership with NBA Power Forward P.J. Washington
June 11,
2025 by Karen Parrish in Business Strategy, Industry 
BEDGEAR®, renowned in the sleep industry for pushing boundaries to offer innovative solutions for people who aspire to Wake Ready®, is proud to announce an exclusive partnership with NBA Power Forward P.J. Washington as it concludes its eighth consecutive season as the Official Sleep Partner of the Dallas Mavericks.
This partnership demonstrates the trust that BEDGEAR has garnered from elite athletes and reinforces the brand's commitment to supporting recovery through personalized and breathable sleep solutions. Historically, BEDGEAR has personally fit both professional and Olympic athletes across a variety of sports, including but not limited to basketball, football, baseball, and skiing. This new partnership highlights the importance of BEDGEAR's complete sleep system to Washington staying physically and mentally prepared through the rigorous demands of an 82-game NBA season.
"As a professional athlete, having a personalized sleep system is crucial to my performance and recovery, and BEDGEAR keeps me at my best," Washington said. "Their Performance® bedding helps me stay cool and sleep deep, so I always wake up feeling recharged and ready to put in the work."
Washington's setup reflects BEDGEAR's approach to recovery and its belief that optimized sleep doesn't start with the product, but with the person. With BEDGEAR remaining the only brand in the industry offering 100% comfort through a fully personalized Performance® sleep system, every element of Washington's system was chosen by Washington himself and fit to his individual body type, sleep position, and temperature preference.
From the M3 Performance® Mattress, the industry's first dual-sided modular mattress, to the award-winning Night Ice Performance® Pillow, the instant-cooling Ver-Tex™ Sheet Set, and the ultra-soft and breathable Performance® Comforter, Washington's system is personalized to support the full cycle of overnight recovery.
"P.J. embodies the mindset of a modern athlete—he understands that what you do off the court is just as important as what you do on it," BEDGEAR's Founder/CEO Eugene Alletto said. "BEDGEAR remains committed to helping athletes reach their full potential. We're excited to collaborate with P.J. as we continue to lead the conversation around sleep as the most essential element of recovery—not just for professional athletes but for all who are looking to take their game to the next level."
Included in the partnership will be a comprehensive content campaign featuring the 26-year-old Washington, a first-round pick in the 2019 NBA Draft, that highlights how BEDGEAR's innovative and personalized sleep solutions support recovery and game-day readiness for professional athletes. The campaign will include a CTV commercial, a dedicated landing page featuring Washington's personal BEDGEAR picks, exclusive offers for consumers, photo and video assets, and a curated social media collaboration.
The campaign will also extend across multiple digital media platforms, spanning paid social, search, email, and programmatic advertising, along with a strategic in-store retail presence.
"P.J. understands that greatness is built in the hours no one sees," Alletto added. "This collaboration brings visibility to something elite athletes already know—sleep is a tool. And when every layer of your sleep system is fit to you, you show up sharper, stronger, and more prepared."
Chris Brantley, Senior Director of Marketing at LIFT Sports, shared this sentiment as he expressed his excitement regarding the partnership.
"BEDGEAR's innovative and game-changing approach to recovery is something P.J. and I both value," Brantley said. "This partnership aligns perfectly with his dedication to performance, wellness, and education beyond the game."
As BEDGEAR reflects on eight impactful seasons with the Mavericks, the brand continues to evolve its mission by aligning with athletes who exemplify dedication both on and off the court. The partnership with Washington marks a natural progression in this journey by highlighting how sleep plays a foundational role in long-term athletic success.
"Eight seasons with the Dallas Mavericks have shown us just how critical quality sleep is for reaching and sustaining peak potential," Alletto said. "This new chapter with P.J. builds on that legacy and reinforces our belief that sleep is not just rest—it's fuel."