- NBA players Jonas Valančiūnas and Matas Buzelis star in Pulsetto's new "Calm Is a Habit. Train For It." campaign.
- The multi-channel initiative introduces "Stress Fitness," promoting non-invasive vagus nerve stimulation to treat recovery and sleep as trainable skills.
- The campaign expands Pulsetto's NBA roster, which began with All-Star Domantas Sabonis in 2025.
- Matas Buzelis adds this partnership to his commercial portfolio, following his recent appearance in Reebok's "We Rise" campaign.
NBA players Jonas Valančiūnas and Matas Buzelis have partnered with health-tech company Pulsetto for its largest brand campaign to date, titled “Calm Is a Habit. Train For It.”
Launched during the NBA offseason, the multi-channel campaign introduces the concept of “Stress Fitness,” using non-invasive vagus nerve stimulation to help athletes train nervous system resilience, lower stress, and improve sleep quality.
Pulsetto first entered professional basketball endorsements in 2025 by working with NBA All-Star Domantas Sabonis before expanding its long-term athlete partnerships with Jonas Valančiūnas and Matas Buzelis.
The new campaign features a hero film, athlete interviews, social video content, and campaign photography focusing on daily recovery habits.
Jonas Valančiūnas, a veteran center with over a decade of NBA experience, noted that he uses the device before bed to quiet a running mind and clear his head after games.
Meanwhile, Matas Buzelis, a rising forward selected 11th overall by the Chicago Bulls in the 2024 NBA draft, explained that the wearable helps him relax and control post-game adrenaline.
For Matas Buzelis, the deal builds on a growing roster of endorsements after he recently starred in Reebok’s “We Rise” campaign alongside other premier basketball prospects.
By treating mental recovery as an active habit, Pulsetto and its athlete partners aim to make nervous system training a standard part of daily conditioning.
Takeaways
The partnership between Pulsetto, Jonas Valančiūnas, and Matas Buzelis highlights a growing evolution in athlete endorsement deals. Rather than pitching recovery as a passive, post-game downtime activity, the “Stress Fitness” framework positions nervous system regulation as an active daily discipline on par with weight training or court practice.
By pairing a decade-long veteran like Valančiūnas with an emerging star like Buzelis, Pulsetto illustrates that mental fatigue, high pressure, and sleep disruptions are universal challenges across all career stages in professional sports.
Will “Stress Fitness” and wearable nervous system technology become standard requirements in professional sports training and athlete sponsorship portfolios? How might athlete-backed wellness campaigns influence how everyday consumers manage high-stress environments and sleep hygiene?
