M&C Saatchi London
Tue, 18 May 2021 13:46:29 GMT
Today, the UK’s number one specialist bed retailer announces two new ParalympicGB ambassadors, Ali Jawad and Jordanne Whiley, as part of a wider brand partnership with team ParalympicGB.
With just under 100 sleeps to go before the 2021 Tokyo event, the retailer has revealed the secrets of an athlete’s bedtime routine, when compared to the everyday Brit.
According to Dreams, almost half (48%) of all British 18 – 34 year olds say it’s been taking them longer to fall asleep since the arrival of Covid-19, with 42% noting that they’ve been more restless and less likely to sleep through the night, thanks to worries about work and home life.
This is compared to over 60% of athletes, who said they have slept for longer, and have fallen asleep quicker (63%) since pre-covid days, with an additional 70% of those surveyed sleeping for 8 or more hours every night.
And It’s no secret that sleep has a huge impact on our everyday lives.
When surveyed, a third of all young Brits said they’d be more likely to take part in social activities with friends, family and work after a good night’s sleep, with a further 46% noting increased productivity after achieving quality sleep.
Just like the everyday Brit, sleep plays a huge factor in productivity and performance for Dreams’ athletes.
This latest research reveals 88% of ParalympicsGB athletes agreed sleep is equally as important as physical training, with over half of respondents noting the positive impact sleep has on their performance.
The secret? A good bedtime routine.
When surveyed, over 80% of athletes claimed to have a regular bedtime routine, where they go to sleep and wake up at the same time every day. That’s compared to just 15% of the public who say they try, but often fail at a regular routine and a further 12% who claim to have no bedtime routine at all.
When it comes to dozing off, athletes favour the soothing sounds of podcasts and music (52%) to help them sleep, while the everyday Brit prefers a good page-turner (30%).
Data from the UK’s number one specialist bed retainer also revealed athletes were also better at turning their devices off before bed, with almost a quarter putting down phones and iPads before sleep, compared to just over 10% of the British public.
The research comes as Dreams marks 100 sleeps to go until the Paralympic Games by announcing two new elite athlete ambassadors, Paralympic silver medal winning powerlifter Ali Jawad and 2 x Paralympic bronze medal winning wheelchair tennis player Jordanne Whiley.
ParalympicsGB’s Ali and Jordanne join Olympians Laura & Jason Kenny, Jade Jones, Shauna Coxsey, Max Whitlock, and Maddie Hinch as Dreams completes its eight-strong athlete lineup in the build-up to Tokyo, leading a campaign that celebrates the power of sleep.
The Official Sleep Partner of ParalympicsGB has today released two new ‘Sleep Talking With…’ videos, getting to know the new ambassadors and revealing their sleeping habits:
Over two thirds of Brits (64%) already plan to watch the Olympic and/or Paralympic Games at some point this year and according to research, three in five Brits say the iconic sporting events inspire them to exercise more, eat well and sleep better.
Jordanne Whiley said: “Sleep is so important to us as athletes to make sure we train well and perform at our best, and having a toddler I need all the sleep I can get! I’m so pleased to join the Dreams team and help people discover the power of sleep as we look ahead to Tokyo.”
Simon Moore, Dreams, marketing director comments: “We are very proud to be the Official Sleep Partner of ParalympicGB and excited to welcome Ali and Jordanne to our team. Two inspiring athletes who take their sleep training just as seriously as their physical training. We look forward to supporting all ParalympicsGB athletes competing in Tokyo and making the country proud, knowing that they have had the best night sleep possible.”
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