Travis Kelce inks three-year brand partnership with Sleep Number (SNBR)
Filing Impact
Filing Sentiment
Form Type
8-K
Rhea-AI Filing Summary
Sleep Number Corporation entered into a three-year brand deal with Travis Kelce and TMK Enterprises LLC. The Athlete Parties will work with the company to promote the benefits of quality sleep and help expand its market reach.
Compensation to the Athlete Parties will include cash and a restricted stock unit award granted under Sleep Number’s 2020 Equity Incentive Plan, with vesting over three years. They also agreed to make open market purchases of Sleep Number common stock, aligning part of their interests with existing shareholders.
Positive
- None.
Negative
- None.
8-K Event Classification
2 items: 7.01, 9.01
2 items
Item 7.01
Regulation FD Disclosure
Disclosure
Material non-public information disclosed under Regulation Fair Disclosure, often investor presentations or guidance.
Item 9.01
Financial Statements and Exhibits
Exhibits
Financial statements, pro forma financial information, and exhibit attachments filed with this report.
UNITED STATES
SECURITIES AND EXCHANGE COMMISSION
WASHINGTON, D.C. 20549
FORM 8-K
CURRENT REPORT
PURSUANT TO SECTION 13 OR 15(d) OF
THE SECURITIES EXCHANGE ACT OF 1934
Date of Report (Date of earliest event reported): January 28, 2026
(Exact name of registrant as specified in its charter)
(State or other jurisdiction of incorporation)
| (Commission File Number) | (IRS Employer Identification No.) | ||||
(Address of principal executive offices) (Zip Code)
(763 ) 551-7000
(Registrant’s telephone number, including area code)
Check the appropriate box below if the Form 8-K filing is intended to simultaneously satisfy the filing obligation of the registrant under any of the following provisions:
| Written communications pursuant to Rule 425 under the Securities Act (17 CFR 230.425) | |||||
| Soliciting material pursuant to Rule 14a-12 under the Exchange Act (17 CFR 240.14a-12) | |||||
| Pre-commencement communications pursuant to Rule 14d-2(b) under the Exchange Act (17 CFR 240.14d-2(b)) | |||||
| Pre-commencement communications pursuant to Rule 13e-4(c) under the Exchange Act (17 CFR 240.13e-4(c)) | |||||
Securities registered pursuant to Section 12(b) of the Act:
| Title of each class | Trading Symbol(s) | Name of each exchange on which registered | ||||||||||||
Indicate by check mark whether the registrant is an emerging growth company as defined in Rule 405 of the Securities Act of 1933 (§230.405 of this chapter) or Rule 12b-2 of the Securities Exchange Act of 1934 (§240.12b-2 of this chapter).
Emerging growth company ☐
If an emerging growth company, indicate by check mark if the registrant has elected not to use the extended transition period for complying with any new or revised financial accounting standards provided pursuant to Section 13(a) of the Exchange Act. ☐
| ITEM 7.01 | REGULATION FD DISCLOSURE | ||||
On January 28, 2026, Sleep Number Corporation (the “Company”) announced that it has entered into a three-year brand deal with Travis Kelce and TMK Enterprises LLC (collectively, the "Athlete Parties") wherein they will collaborate with the Company to further amplify the benefits of life-changing sleep and expand market reach. As a part of the deal, the Athlete Parties' compensation will include cash and a restricted stock unit award under the Company's 2020 Equity Incentive Plan, as amended, with vesting over three years. Athlete Parties also agreed to make open market purchases of the Company's stock. A copy of the press release is attached as Exhibit 99.1 to this Current Report on Form 8-K.
The information furnished shall not be deemed “filed” for purposes of Section 18 of the Securities Exchange Act of 1934, as amended (the “Exchange Act”) nor shall it be deemed incorporated by reference into any filing under the Securities Act of 1933, or the Exchange Act, as amended, except as specifically identified therein as being incorporated by reference.
The furnishing of the information set forth in this Item 7.01 (and Exhibit 99.1 hereto) shall not be deemed an admission as to the materiality of any information in this Current Report on Form 8-K that is required to be disclosed solely by Regulation FD.
| ITEM 9.01. | FINANCIAL STATEMENTS AND EXHIBITS. | ||||
(d) Exhibits.
| Exhibit No. | Description of Exhibit | ||||
| 99.1 | Press Release dated January 28, 2026 | ||||
| 104 | Cover Page Interactive Data File (embedded within the Inline XBRL document) | ||||
SIGNATURE
Pursuant to the requirements of the Securities Exchange Act of 1934, as amended, the Registrant has duly caused this report to be signed on its behalf by the undersigned hereunto duly authorized.
| SLEEP NUMBER CORPORATION | ||||||||||||||
| (Registrant) | ||||||||||||||
| Dated: January 28, 2026 | By: | /s/ Samuel R. Hellfeld | ||||||||||||
| Name: | Samuel R. Hellfeld | |||||||||||||
| Title: | Executive Vice President, Chief Legal and Risk Officer | |||||||||||||
FAQ
What did Sleep Number (SNBR) announce in this 8-K filing?
Sleep Number announced a three-year brand deal with Travis Kelce and TMK Enterprises LLC. The Athlete Parties will collaborate with the company to promote sleep benefits and support efforts to expand Sleep Number’s market reach through co-branded marketing and promotional activities.
Who are the Athlete Parties in Sleep Number’s new brand deal?
The Athlete Parties are Travis Kelce and TMK Enterprises LLC. They will partner with Sleep Number to amplify messaging around life-changing sleep, lending their public profile and brand association to the company’s marketing and awareness initiatives over the term of the agreement.
How will Travis Kelce be compensated under the Sleep Number (SNBR) agreement?
Compensation to Travis Kelce and TMK Enterprises LLC will include cash and a restricted stock unit award. The award is granted under Sleep Number’s 2020 Equity Incentive Plan, as amended, and is structured to vest over three years during the term of the brand partnership.
What equity incentives are included in the Sleep Number and Travis Kelce deal?
The deal includes a restricted stock unit award under Sleep Number’s 2020 Equity Incentive Plan, as amended. These RSUs will vest over three years, meaning the Athlete Parties earn shares progressively over time, which helps align their long-term interests with the company’s performance.
Will Travis Kelce purchase Sleep Number (SNBR) stock in the open market?
Yes. As part of the agreement, the Athlete Parties agreed to make open market purchases of Sleep Number’s common stock. These purchases involve buying existing shares on the market, adding to their ownership position alongside the restricted stock unit compensation structure.
Is the Sleep Number and Travis Kelce press release part of the company’s SEC record?
The related press release is furnished as Exhibit 99.1 but is not deemed filed for liability purposes under Section 18 of the Exchange Act. It is also not automatically incorporated into other Securities Act or Exchange Act filings unless specifically referenced there.