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Spring Air will launch Ironman line in Vegas

By David Perry -- Furniture Today, January 4, 2009

TAMPA, Fla. — Ironman is going to sleep on a Spring Air mattress.

The top 10 bedding maker is putting its marketing muscle behind a mattress line saluting the Ironman triathlon championship held in Hawaii each year.

The Ironman brand will give Spring Air an edge with athletic consumers, who are familiar with the Ironman contests, company officials said. The new sleep sets will debut at the Las Vegas Market, which opens Feb. 9, and will be available at retail shortly thereafter.

Ironman is among the leading sports brands in the world, Spring Air officials said.

“There is nutrition, apparel and several other consumer products dedicated to athletes — but bedding has yet to be among the branded products,” said Steve Cumbow, Spring Air's acting CEO. “We're excited to be able to bring a new offering to the market. The Ironman lineup will utilize technology designed to give Ironman athletes and active consumers alike the quick recovery needed to live vibrant and productive lives.”

Cumbow said the Ironman mattresses will deliver “the right type of support and recovery to more athletic consumers,” a group he said has been underserved by the bedding market.

The line was developed by T3 Athletic Recovery Products, a company that focuses on products that promote and enhance physical recovery after intense training.

“Anyone who has experienced an Ironman event as a volunteer, spectator or athlete recognizes the importance of rest and recovery,” said Dan Ederer, one of T3's founders. “Now there is a mattress designed for the everyday hero and the Ironman athlete. The Ironman T3 Athletic Recovery mattress is all about recovery.”

The 2009 Ford Ironman World Championship will take place Oct. 10 in Hawaii. It will feature more than 1,700 athletes competing in a 2.4-mile ocean swim, followed by a 112-mile bike race and a 26.2-mile marathon. There are more than 50 qualifying events for the annual Ironman championship.

World Triathlon Corp., owners and organizers of Ironman, is a Florida-based company. The Ironman logo is a trademark of that company.

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