Sleep Number shares rise 10.58% intraday after partnering with three-time Super Bowl champion Travis Kelce as strategic investor and brand ambassador.

Sleep Number surged 10.58% intraday, following a three-year brand partnership with three-time Super Bowl champion Travis Kelce, who became a strategic investor and brand partner, and a market report forecasting the smart mattress sensor industry to reach $4.43 billion by 2030 with a 19.3% CAGR. The company announced the Kelce collaboration on January 28, 2026, with Kelce set to participate in national advertising campaigns and share product experiences.