Brands tap outside-the-box personalities to stand out as influencer marketing gets more competitive

"In the last few years, affiliate marketing has become more competitive, causing brands to get more creative in their quests for influencers their competitors may not have already tapped. In turn, unexpected pairings are emerging: Mattress brands are teaming up with athletes and apparel brands are partnering with dancers, as companies rethink what a successful influencer strategy looks like. According to a 2024 Glossy+ Research Influencer Index, brands are also trying to diversify the people they work with, including partnering with creators outside of their categories to showcase products."

"Earlier this year, the mattress brand Saatva used influencer partnerships to make a bigger push into the fitness space when announcing its multi-year Olympics sponsorship of Team USA, which coincides with the company's 15th anniversary. For the upcoming Milano Cortina 2026 and Paralympic Winter Games, Saatva is kicking off a full-funnel campaign featuring Team USA members. As part of the sponsorship, Saatva is providing the team members with mattresses, linens and pillows. The partnership will continue until the Los Angeles Summer Games in 2028."

""Our brand caters to the different needs of our consumers, and one type of ambassador can't always embody all of those things,""

""We're showcasing how different people can represent different parts of Saatva's DNA, so it felt like a natural fit,""

Affiliate marketing has grown more competitive, prompting brands to pursue creative influencer strategies and unexpected pairings to avoid talent already used by rivals. Brands are diversifying partners by working with creators outside their traditional categories to demonstrate product relevance. Saatva pursued a multi-year Olympics sponsorship of Team USA and launched a full-funnel campaign ahead of Milano Cortina 2026, providing mattresses, linens and pillows to athletes and extending the partnership through the Los Angeles 2028 Games. Saatva positions athlete ambassadors as representatives of the brand's restorative sleep ethos and selects partners who can communicate how sleep enhances performance.

Read at Modern Retail