Full-service communications agency iD Collective has been appointed by Eight Sleep, the global sleep fitness company trusted by Formula One drivers Charles Leclerc, Lewis Hamilton and George Russell, to lead its strategic PR, media relations and influencer communications in Australia.
Used by more than 200 elite athletes and high-performance leaders, Eight Sleep continues to expand its presence in the Australian market, with this appointment helping to elevate Eight Sleep’s brand among a growing local audience.
Under the partnership, iD Collective said it will deliver a comprehensive communications program spanning media relations, a reactive press office and strategic brand storytelling.
The agency will also spearhead both organic influencer seeding and paid influencer campaigns to build awareness of Eight Sleep’s category-defining sleep technology through credible voices across health, wellness, performance and lifestyle communities.
Founded in 2014, Eight Sleep was built on a simple goal to fuel human potential through optimal sleep. It has championed the concept of sleep fitness through products that combine technology, physiology and data, and is valued at $1.5 billion.
Amanda Booth, executive director of iD Collective, said: “We’re thrilled to be partnering with Eight Sleep as it grows its footprint in Australia. The brand has fundamentally changed the way people think about sleep and recovery, creating an entirely new category around sleep fitness.
“With our expertise in the health, wellness and lifestyle space, we’re excited to tell the Eight Sleep story and introduce more Australians to the brand.”
