Under Armour didn’t waste any time capitalizing on its relationship with Super Bowl MVP Tom Brady.
The quarterback of the New England Patriots, who crafted a nail-biting overtime victory in Sunday night’s contest against the Atlanta Falcons, teamed with the sporting goods brand on a new line of recovery sleepwear that was introduced last month.
Although it’s doubtful that Brady got much sleep Sunday night, he has said that sleep is his “secret to recovery.” And Under Armour created the Athlete Recovery Sleepwear, which leverages the power of Far Infrared, to help his body — and the average joe’s — rebuild during sleep. Far Infrared is a type of energy on the infrared spectrum that reportedly helps the body recover faster, promotes better sleep, reduces inflammation and regulates cell metabolism, according to Under Armour. The Athlete Recovery Sleepwear has a bioceramic print on the inside of the garment to absorb heat and reflect Far Infrared back to the skin.
But on Monday, Under Armour wasn’t talking as much about Brady’s sleep habits. Instead, the company unveiled a new video, “The Legend of Tom Brady,” produced by Droga5, that features a few of New England’s biggest football fans speaking about the man himself and what he means to the Boston community.
The short film was posted on Under Armour’s social channels, including Facebook, Twitter and YouTube.
Under Armour also used Brady’s wife, Gisele Bündchen, as part of its I Will What I Want campaign. It showed Bündchen, who was jumping up and down and taking selfies with their son Benjamin, after the Patriots’ James White’s two-yard touchdown run in overtime gave New England a 34-28 win.
Brady’s rise to the pinnacle of the National Football League is a story of grit and determination. The 39-year-old, who was a 199th pick in the draft, is now the most winning Super Bowl quarterback of all time.