"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,"
"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."
Affiliate marketing has become more competitive, prompting brands to pursue nontraditional influencers to avoid competitor overlap. Unexpected pairings are emerging, such as mattress brands working with athletes and apparel brands teaming with dancers. Brands are diversifying their creator partners, including collaborators outside of traditional product categories. Saatva expanded into the fitness space through influencer partnerships and a multi-year Olympics sponsorship of Team USA coinciding with its 15th anniversary. Saatva's sponsorship covers Milano Cortina 2026 through Los Angeles 2028 and provides mattresses, linens and pillows to team members. Saatva selected ambassadors to communicate restorative sleep and the idea that sleep unlocks individual performance.
Read at Digiday
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