Airweave Names Firstborn its First Digital AOR
Product design company and U.S. Olympic Committee sponsor, airweave, has chosen Firstborn as its first agency of record, responsible for all creative and digital marketing duties. As creators of the first premium mattress and ultra thin mattress comprised of 90% air and constructed from the unique resin found in fishing nets, airweave will look to Firstborn to launch a national brand campaign that looks to push the boundaries and redefine what sleep means in the U.S., as well as re-design its entire e-commerce platform to drive deeper engagement and conversion.
The native Japanese brand, founded in 2007 by entrepreneur Motokuni Takaoka, is now a phenomenon in countries around the world, including a flagship store in NYC’s SoHo and availability through Danish furniture brand, BoConcept. The unique airweave design boasts a breathable surface that instinctually lowers the sleeper’s core body temperature and a high resilience, ergonomic consistency for weight dispersion. The result is a deeper, less interrupted sleep experience that has proven a valuable asset to everyday people, high-end travelers and amateur and professional athletes alike.
“We wanted to partner with an agency that has more than an expertise on creative production or digital marketing.” says Motokuni Takaoka, founder and CEO of airweave. “We needed to partner with an agency that possesses deep insights on American consumers as well. As a start-up brand in the US, we have a lot to learn about American consumers. Partnering with Firstborn is just right for us as we can envision being successful in the United States with their insightful approach.”
As an associate sponsor of the Road to Rio Tour, leading to the 2016 Olympic Games in Rio de Janeiro, airweave will look to launch their brand campaign and new e-commerce website this May.