Duroflex’s New Take on High-Performance Sport featuring Virat Kohli

In elite sport, training and talent often take centre stage—but Duroflex’s latest campaign shifts the spotlight to something just as critical: recovery. Featuring Indian cricket icon Virat Kohli, the brand’s new film reframes sleep not as downtime, but as an essential part of peak performance.

Inside Kohli’s World Cup Routine
Set against the backdrop of the 2023 ICC Men’s Cricket World Cup, the film offers a glimpse into Kohli’s demanding travel and match schedule. Moving from city to city, the challenge wasn’t just staying match-ready—it was ensuring consistency in recovery. Kohli shares how maintaining a stable sleep environment became key to staying physically and mentally sharp throughout the tournament.

Performance Backed by Preparation
The campaign subtly connects Kohli’s on-field brilliance—such as his century against Bangladesh in Pune and his impactful knock during the Mumbai semi-final—to disciplined recovery habits off the field. Rather than flashy claims, the film makes a quiet but powerful statement: performance is built when the body truly rests.

Redefining Athletic Preparation
With this campaign, Duroflex positions sleep as a non-negotiable element of modern athletic preparation, reminding audiences that champions aren’t just made in training sessions—but also in the hours spent resting right.

In the film, Kohli discusses how crucial it was to follow a uniform recovery routine when moving between multiple World Cup venues. He notes that throughout the 2023 tournament in India, Duroflex ensured the same mattress setup wherever the team travelled. He says, “It’s public knowledge now, during the whole 2023 World Cup in India, Duroflex was kind enough to organise the mattress for me at every place we went to, and that really helped me enhance my recovery and performance.”

You can watch the film here:

https://youtu.be/-_SwnPzieGU

The film references Kohli’s performances during the tournament, including his century against Bangladesh in Pune and his innings against New Zealand in the semi-final at Mumbai’s Wankhede Stadium. It links these performances to his focus on rest and recovery across a demanding schedule.

According to the brand, Kohli used the Duropedic mattress during the tournament, with arrangements made across multiple cities to ensure consistency in sleep conditions. The mattress range is designed with five-zone support aimed at spinal alignment and pressure relief.

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