"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,"
"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."
Affiliate marketing has grown more competitive, prompting brands to pursue creative, category-crossing influencer partnerships. Unexpected pairings are emerging, with mattress brands teaming with athletes and apparel brands working with dancers. Brands are diversifying collaborators and partnering with creators outside their categories to showcase products. Saatva pursued influencer partnerships to enter the fitness space via a multi-year Olympics sponsorship of Team USA that coincides with its 15th anniversary. Saatva launched a full-funnel campaign for Milano Cortina 2026 and the Paralympic Winter Games, supplying mattresses, linens and pillows to athletes and carrying the partnership through the Los Angeles 2028 Summer Games.
Read at Digiday
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