On Wednesday, Sleep Number announced it has entered a strategic partnership with Travis Kelce, star tight end for the Kansas City Chiefs and noted fiancé of Taylor Swift. Kelce said in the news release that he has slept on Sleep Number since 2019, which factored into his decision to invest. The partnership will not significantly change the brand identity of Sleep Number but will build on the concept of “personalized sleep wellness,” says Lussier. The company’s new strategy, which Lussier refers to as “Sleep Number Shifts,” represents a company-wide effort to improve its return on investment. “Sleep Number is in a turnaround,” says Lussier.