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

"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."

"Shari Ajayi, the public relations director at Saatva, said the company's Olympic athletes sponsorship is part of an effort to introduce the brand's restorative sleep ethos to a wider audience. "Our brand caters to the different needs of our consumers, and one type of ambassador can't always embody all of those things," she said. "We're showcasing how different people can represent different parts of Saatva's DNA, so it felt like a natural fit," Ajayi said."

Affiliate marketing has become more competitive, prompting brands to pursue unexpected influencer pairings to reach untapped audiences. Brands are expanding creator diversity and partnering with creators outside their categories to showcase products. Saatva moved into the fitness space with a multi-year Olympics sponsorship of Team USA tied to its 15th anniversary. Saatva is launching a full-funnel campaign for Milano Cortina 2026 and the Paralympic Winter Games, supplying athletes with mattresses, linens and pillows and extending the partnership through the Los Angeles 2028 Games. The sponsorship aims to present restorative sleep as a performance asset and broaden ambassador types beyond interior design and wellness affiliates.

Read at Digiday