Overview

For more than five years, Jack Taylor partnered with Eight Sleep to help transform how consumers, media, and the broader wellness industry think about sleep.

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When the partnership began, "sleep fitness" wasn't part of the cultural conversation. While sleep was often discussed through the lens of wellness or medical conditions, few brands were connecting it to athletic performance, recovery, longevity, and human optimization. Eight Sleep had the technology to lead that shift but needed a long-term communications strategy that would establish both the company and the category across the U.S. and key international markets as it expanded globally.

How We Helped

As Eight Sleep's communications agency of record, Jack Taylor developed and executed a multi-year strategy focused on creating and owning the sleep fitness category.

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Rather than centering campaigns around product features, Jack Taylor consistently elevated the broader conversation around the role sleep plays in performance and recovery. Through executive thought leadership, product launches, proprietary research, athlete and partner storytelling, trend-driven media opportunities and strategic business announcements, the team positioned Eight Sleep as the company leading the future of sleep optimization.

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Jack Taylor also supported Eight Sleep's international expansion, including its entry into the GCC market, developing a localized communications strategy, introducing the brand to influential business, lifestyle and wellness media, and securing strategic opportunities with key media and VIPs to establish sleep fitness as a leading conversation in the region.

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Across multiple product generations and company milestones, Jack Taylor maintained one consistent narrative that reinforced Eight Sleep's leadership in sleep fitness worldwide.

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Results

Established Eight Sleep as the defining brand in the emerging sleep fitness category, backed by sustained top-tier media coverage across the U.S. and international markets.

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Supported multiple product launches, funding announcements, executive thought leadership initiatives and strategic partnerships over a multi-year partnership.

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Expanded Eight Sleep into the GCC market, building awareness among influential media and VIPs and establishing sleep fitness as a recognized category in the region.

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Elevated co-founder and CEO Matteo Franceschetti as a leading voice in sleep, recovery and consumer technology.
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Built an integrated communications platform that scaled alongside the company's rapid growth, strengthening long-term brand leadership.