When Aaron Ross, a two-time Super Bowl champion, and Sanya Richards-Ross, a four-time Olympic gold medalist, decided to start a business, their love for family became the foundation of their brand.
Together, they launched Coordinates Matching Pajamas, a family-focused lifestyle apparel company. Their goal was simple: help families create joyful memories with stylish, coordinated outfits.
As Sanya explained,
“Sleep is so important to everyone, but especially to athletes. When we got our kits from the Olympics, there were never any pajamas, and rest is such an important part of an athlete’s journey. If you are not resting well, your body will break down and you can’t deliver.”
This realization inspired them to create a brand that blends comfort with purpose.
Aaron shared his excitement about the project. He said, “Working with my wife to create something that families can enjoy together has been a rewarding experience. I wasn’t always one for matching outfits, but seeing how they bring people together has changed my mind.”
With their focus on soft fabrics, versatile designs, and collections for holidays and everyday wear, Coordinates has quickly become a go-to for families looking to make special moments even more memorable.
Coordinates Matching Pajamas Journey Before Shark Tank
Aaron and Sanya began their entrepreneurial journey in 2023. They launched Coordinates in November with their first collection. Their initial success was remarkable, the collection sold out almost immediately.
Soon after, they partnered with Team USA to design loungewear for athletes, emphasizing the importance of quality rest in peak performance.
“It’s so wonderful to also have the support of us from the US Olympic committee and to occupy this very coveted space is very special,” Sanya reflected on this milestone.
Within three months of launching, Coordinates brought in $55,000 in sales. This cemented its potential as a growing brand. The brand’s inclusivity stands out.
It offers sizes ranging from newborn to 4XL, making it easy for every family member to participate. Popular collections like Christmas Plaid, Inspirational, and Team USA-themed pajamas quickly gained popularity among customers worldwide.
“Our vision for Coordinates is deeply rooted in everything we value: family, creativity, and togetherness.” .
Sanya
Shark Tank Pitch Recap
Aaron and Sanya entered the Shark Tank seeking $100,000 for 10% equity. This valued their company at $1 million. They pitched Coordinates as a brand designed to bring families closer through coordinated outfits.
“We wanted families to be able to make unique memories while dressing alike,” they shared. The couple’s passion for family, combined with their sales momentum, caught the attention of Robert Herjavec.
Drawing on his success with “Tipsy Elves,” another Shark Tank brand specializing in matching apparel, Robert saw potential in Coordinates.
Robert initially offered $100,000 for 25% equity. After negotiations, he agreed to their counteroffer of 20%. Other Sharks, including Mark Cuban and Lori Greiner, declined to invest.
They cited limited experience in the apparel industry. However, the deal with Robert set the stage for Coordinates’ next chapter.
Coordinates Matching Pajamas Shark Tank Update
The Shark Tank effect was immediate. “Thousands of visitors simultaneously visited Coordinates’ official website,” reports noted.
Among those visitors, 30%-60% converted to purchases. This surge in interest resulted in a fourfold increase in sales within weeks.
The couple continued to build on their momentum. They expanded their product line and enhanced their online presence. This solidified their position as a leader in family-themed loungewear.
Their collaboration with Team USA became a key component of their branding, helping them stand out in a crowded market. Aaron and Sanya remained dedicated to their vision. They said, “We wanted to create a legacy for our children.” .
Future Plans
Looking ahead, Coordinates plans to introduce new collections for different seasons and occasions. They also aim to enter retail stores and enhance their online presence. Additionally, they are developing their sub-brand, Deuceys, which features superhero and anime-themed headphones for kids.
The couple is focusing on digital marketing strategies to reach a broader audience. “The prospect of collaborating with a Shark to advance our company thrilled us,” they shared, emphasizing their optimism for the future.
Closing Remarks
Coordinates Matching Pajamas is redefining how families create lasting memories with coordinated apparel. Their Shark Tank deal was just the beginning of an inspiring journey.
“With sales in the hundreds and a devoted clientele, Coordinates appears to have a bright future,” one update noted.
As the brand continues to grow, families worldwide are embracing the joy and connection that comes with matching pajamas. Don’t wait, make your family’s moments unforgettable with Coordinates! .
We’re closely following the company to bring you valuable insights. Stay tuned for the latest updates on Coordinates Matching Pajamas!
Feature Image Credit: @abc/@christopherwillard