British boxing star Anthony Joshua’s AJ BXING management company has named Hyde & Sleep as its official sleep partner.
The deal will see the bed products manufacturer provide the IBF and WBA world heavyweight champion, 28, and countrymen Joshua Buatsi and Lawrence Okolie with mattresses when they travel for fights in an effort to ensure that the boxers are well rested.
Each fighter will be able to pick their favourite mattress from a range of Hyde & Sleep’s Hybrid and Hybrid Plus products, while the company will also provide the trio with its smart pillows, duvets and sheets.
The deal is the latest endorsement signed by Joshua, who recently became a brand ambassador for nutrition supplement Bulk Powders, adding to partnerships with sports retailer JD, sportswear brand Under Armour, headphone manufacturer Beats By Dre and sports soft drink Lucozade Sport.
“People often ask me about my pre-fight routine, how I prepare and how I get a good night’s sleep, especially when on the road,” said Joshua. “On average, I like to get seven to eight hours a night but if that fails, I’ll have another hour to recover after breakfast.
“When the AJ BXING team are travelling and staying in hotels, it can take a while to get used to a different bed. Lawrence, Josh and I are really looking forward to partnering with Hyde & Sleep; with their mattresses, we’re guaranteed to sleep well at home, at training camp and even before a flight. When all our focus is on training, it’s great to know we’ve got sleep sorted.”
“We’re on a mission to promote the importance of sleep to our health and wellbeing and this is never more true than if you’re a professional sportsman,” added Hyde & Sleep’s founder Andrew Tyler.
“As a British brand, we’re really proud to support AJ BXING and we can’t wait to see what’s next for the rising stars. We’re looking forward to working with all three athletes and seeing the full Hyde & Sleep product range become part of their entourage.”
Last year, Joshua topped SportsPro’s annual list of the world’s most marketable athletes. He takes on New Zealand’s Joseph Parker in a unification title bout at the Principality Stadium in Wales on 31st March.