Better golf through better...sheets?

I stumbled upon an ad featuring sheets that are endorsed by the LPGA's Becky Morgan. Tour players, of course, take their endorsement money where they can find it, but sheets?

The company is Sheex, which touts its product as "the world's first luxury performance bed sheets." Sleep better, play better, it says. Hard to argue that one (though the contrarian might note that John Daly won two major championships at a time in his life when a good night's sleep wasn't always his first consideration).

Sheex' founders are two women with athletic backgrounds -- Susan Walvius, a former head coach of the women's basketball team at the University of South Carolina, and Michele Marciniak, an assistant coach at USC and a former WNBA player.

Promotional materials quote Cheri Mah of the Stanford Sleep Disorders Clinic: "Sleep is a significant factor in achieving peak athletic performance."

Sheex' technology story is that its fabric is breathable, allowing body heat to dissipate faster than it would with traditional cotton bedding. Sheex, the company says, features "breathability and heat-transport properties that standard cotton sheets cannot match, [and] are uniquely capable of promoting cool, comfortable - and therefore better - sleep."

Morgan isn't the only LPGA player endorsing Sheex. Diana D'Alessio is also on board as well as athletes from other sports (Houston Texans running back Ben Tate, among them).

Assuming the sheets work as advertised and contribute to a better sleep experience it can't hurt an athlete's performance. Even if they contributed nothing more to an athlete's performance, wouldn't they still be worth it?

-- John Strege