Influencer partnerships are growing at a fast pace — nearly $33 billion in 2025 — and 86% of U.S. marketers are planning to engage in these types of partnerships this year, according to a study by marketing platform Sprout Social.
In the bedding industry, influencer partnerships are a unique way for consumers to get a feel for a brand before shopping it.
These partnerships can come in many different forms. But most importantly, they have to be done with a partner that fits the brand. Bedgear, for example, chooses to partner with mostly athletes as its influencers. It recently brought on PJ Washington, power forward for the Dallas Mavericks, and also works with Boston Red Sox catcher Christian Vazquez, among many others.
“Bedgear partners with athletes and influencers because they depend on quality sleep for physical and mental recovery,” says CEO Eugene Alletto. “They operate in demanding environments where sleep is essential, not optional. That aligns directly with our mission to build products that support recovery through breathable materials, personalized fit and temperature regulation. They represent the type of customer we design for — people who care about how they sleep and how they feel when they wake up.”
Alletto says athletes and influencers help communicate the importance of sleep in a real and relatable way. Bedgear, in turn, provides them with sleep gear that’s built to meet their specific needs — products that adapt to their bodies, manage temperature and help them recharge for the day ahead.
“We look for individuals who treat sleep as an essential part of their health and routine,” Alletto says. “Whether they’re athletes, creators or wellness advocates, the key is that they live the values we stand for — quality rest, consistent habits and a proactive approach to recovery. Authenticity is everything. We want partners who actually use Bedgear and can speak to it honestly.”
Molecule also has partnerships with notable athlete ambassadors who form Team Molecule. The team consists of Michael Phelps, the most decorated Olympian of all time, with the most Olympic medals won by any athlete, and his wife, Nicole Phelps. The third member, Alex Morgan, is a former member of the United States Women’s National Soccer team who became the youngest member of the USWNT team.
Molecule Director of Sales Justin Westerman says the partnerships have been “extremely successful.” With Molcule’s continued push into brick-and-mortar stores, Westerman says the partnerships will help drive attention to the brand and traffic to retailers.
Kuka Sleep works with influencer Becki Owens, a designer who has over 1.5 million followers on Instagram. The company has had an extensive Becki Owens-branded mattress line for two years, and its showcase will be updated at the winter Las Vegas Market.
“The Becki Owens collection allows us to sell traditional mattresses that can be shipped non-compressed, or as a boxed bed,” says Michael Carter, executive vice president of Kuka Sleep. “It gives us access to a different type of account.”
Carter explains that through these collaborations, Kuka is working with Becki and her team to promote the line on social media, “and that’s where we really start to see the volume increase in a significant way,” he says.
“When you’re partnered with retailers who use social media, it’s kind of like a one plus one equals three, and we’re always able to see a lift when there’s a promotional period,” he continues. “When we launched, we all had high hopes. We have not only maintained the Becki Owens brand in our showroom, but also found different ways to elevate it and help it grow. The presence of the Becki Owens area and Las Vegas showroom in January is going to be very elevated from what it was historically. We can see where this partnership is going and that gets us excited about what’s coming for 2026.”
Legends is now the sole distributor of Pillow Cube—a company that makes beds and pillows specifically for side sleepers and has an impressive list of brand impressions video views and affiliate marketing.
Pillow Cube has a substantial online presence and can drive people into physical retail stores, according to Marty Melcher, Legends Home vice president of bedding sales.
The partnership puts their side-sleeper beds on our GoodVibeSleep adjustable bases,” he says. “The GoodVibeSleep base has audio-haptic technology embedded into the adjustable base. A subwoofer is built into the head and foot of each side of the base and offers a rhythmic massage — vibrations from sound that have relaxing effects and help people fall asleep faster and stay asleep longer.”
The two work together because they both offer something unique, according to Melcher. The brand drives customers to stores, and the three-minute demo for the base attempts to keep the shopper on the bed for longer, “which ultimately will make them enjoy the sleep system more,” Melcher says.
