Duroflex and IIS Launch 'Sone Ke Liye Sona Zaroori Hain' Campaign

Duroflex and the Inspire Institute of Sport (IIS) have partnered to emphasize the critical role of sleep in achieving peak athletic performance.

Duroflex, a leader in sleep solutions, has announced its collaboration with IIS, a privately-funded high-performance training center with locations in Vijayanagar, Manipur, Hisar, Himachal Pradesh, and Odisha. For the past year, over 500 IIS athletes, including 15 Olympians, have been using Duroflex's scientifically designed mattresses to enhance their sleep quality and boost their athletic performance.

As part of this ongoing collaboration, Duroflex has launched the 'Sone Ke Liye Sona Zaroori Hain' campaign to highlight the importance of sleep in an athlete's regimen. The campaign underscores that while rigorous physical training accounts for 70% of an athlete’s preparation, the remaining 30%, which is rest and recovery, is crucial. Featuring promising Olympians Jeswin Aldrin and Praveen Chithravel from IIS, the campaign aligns with Duroflex’s philosophy: 'Great Sleep, Great Health, Great Performance.'

In 2023, Duroflex began supporting IIS by providing athletes with its Signature Duropedic and Energise mattress ranges, recommended by doctors at NHA. These mattresses are designed to enhance muscle relaxation and recovery. Athletes have reported significant improvements in post-training recovery and relaxation thanks to these supportive designs.

Sridhar Balakrishnan, CEO of Duroflex Group, said, "At Duroflex, we understand that peak athletic performance relies not only on physical training but also on adequate rest and deep sleep. We are committed to highlighting the importance of sleep for long-term health and are inspired by IIS's work to elevate Indian athletes to a global level. Western Olympians have long had access to excellent training facilities and sleep environments, which is crucial for holistic performance. We are proud to provide the same for Indian athletes through our partnership with IIS, increasing their chances of global success."

Samuel Pullinger, head of sports science at IIS, added, "Sleep is vital for both mental and physical health, especially for elite athletes who often suffer from inadequate sleep. A quality sleep environment is essential for athletic success, and a high-quality sleep surface is critical. We are deeply grateful to Duroflex for their support in creating better sleep environments for our athletes. Over the past year, these mattresses have significantly improved athletes' sleep duration and quality, ensuring they are ready to excel globally."

Indian Olympian triple jumper Praveen Chithravel emphasized, "My sport places significant strain on my knee and back muscles, making restful sleep essential for muscle recovery and injury prevention. Using a Duroflex Duropedic mattress has been transformative for me. With a well-rested body and mind, combined with our training, we are optimistic about winning big."

Through this partnership, Duroflex aims to inspire people to recognize the importance of sleep and an active lifestyle, making both integral parts of their daily routine.