IKEA - Sleep recovery

IKEA logo with blue background and yellow oval shape with blue text

Caffeine. Creatine. Carnitine. Beta-alanine. L-Theanine. L-Tyrosine. L-arginine. L-leucine. CLA. BCAA. Amino Acids. D-Aspartic Acid. Betaine. Glutamine. Vitamins. Testosterone boosters. But have you tried a good night sleep?

In a nutshell

The IKEA Sleep Uncovered study revealed Romanians lose more than 20 full days of sleep each year. Then, they look for supplements to miraculously boost their energy levels. Ironic? We think so!

IKEA's vision is to create a better everyday life for the many. And we've been saying it over and over: good sleep is essential. So it was time we took that message to a whole new crowd. Runners.

During the Half-Marathon, Bucharest's largest sport event that gathers more than 25.000 participants over one weekend, IKEA hijacked the playground of supplement brands, promoting the best recovery after a run. Something better than any energy drink. Better than any supplement magic powder there is. The 100% natural, 100% free, but 100% essential solution for your wellbeing.

Sleep. 8 hours per night will give you superpowers.

By following the sleepy runners wearing Swedish meatball pyjamas at Bucharest Half Marathon, everyone could get to the largest IKEA pillow in the world. A pillow sized 80sqm, placed right after the finish line, as a soft reminder that sleep is the best recovery after a run.

Sport influencers from running clubs got special Sleep Medals and reminded everyone that sleep stats deserve the same importance as their Strava running pace during the day. And major Romanian sport publications covered the topic, reminding everyone that no pills, no powder, no shakes will ever compete with sleep recovery.

VML Romania, 2025

80 sqm. The largest IKEA pillow in the world.

Sleep is the best recovery

Group of young people on an inflatable structure outdoors, some in matching blue pajamas with a yellow logo, others in casual clothing, with a historic building in the background and an IKEA balloon overhead.
Group of young people posing with IKEA sleep masks and a large sign in front of a white inflatable structure, with a balloon floating in the sky behind them, outdoors on a cloudy day.
Group of people sitting on a large inflatable in front of a historic building, with a white balloon displaying the IKEA logo floating above.
A woman holding a yellow IKEA medal, smiling and wearing a purple sports bra and matching leggings, standing outdoors with three people in blue IKEA pajamas holding pillows in the background.
Two smiling people holding IKEA medallions at an outdoor event with a historic building and a balloon with the IKEA logo in the background.
Five people sleeping on a large bed in matching blue pajamas with a food print, with one person in casual clothes.
A man with tattoos wearing a green shirt, floral shorts, and white sneakers, smiling and holding a pillow behind his head. He is standing in front of a large inflatable object with a sign that reads 'Sonn' and a building in the background. It appears
A woman in colorful pajamas with a dessert pattern is sleeping on a bed, resting her head on a white pillow. A large, clear IKEA bag with a QR code and the word 'Somm' printed on it is nearby on the bed.
People in blue pajamas with taco prints playing with white pillows outdoors.