Saatva Celebrates Ilia Malinin and U.S. Figure Skating with Boston Viewing Room Activation
Saatva’s “Cookies & Costumes” activation brought Ilia Malinin’s skating style and favorite Saatva products to life ahead of the 2027 U.S. Figure Skating Team’s Costume Reveal.
Saatva brought the worlds of sleep, sport, and skating together at its Boston Viewing Room with Cookies & Costumes, a special pre-event activation celebrating Ilia Malinin, three-time Men’s World Figure Skating champion and U.S. Olympic gold medalist, and his upcoming 2027 U.S. Figure Skating Team costume reveal.
Running ahead of the 2027 U.S. Figure Skating Team’s Costume Reveal at View Boston on August 26, the activation transformed the Saatva Boston Viewing Room into a playful interpretation of Malinin’s bedroom and favorite products. The installation prominently featured two of Malinin’s costumes for the 2027 season, displayed on mannequins alongside Saatva products and personal touches inspired by the champion skater.
The experience included a Saatva bedroom set-up, Saatva Pet Beds with plush replicas of Malinin’s cats, and signage inviting visitors to discover some of his favorite Saatva products. The result was a whimsical, highly visual installation that connected Malinin’s life off the ice with Saatva’s focus on restorative sleep and comfort.
Guests could also participate in Cookies & Costumes, a pre-event activation featuring custom Levain cookies inspired by Malinin’s skating costumes. Visitors received U.S. Figure Skating postcards with their treats, creating an accessible way for the local community to engage with the partnership ahead of the evening’s costume reveal.
The Boston activation extended Saatva’s relationship with Malinin following the brand’s Coffee & Conversations event with him at the Saatva Flatiron Viewing Room earlier in 2026. Malinin has been a Saatva Brand Ambassador, the reigning U.S. men’s figure skating champion, and a member of the 2027 U.S. Figure Skating Team.
The activation also highlighted Saatva’s broader relationship with U.S. Figure Skating. As Title Sponsor of Skate America 2026 and 2027, Saatva continues to support the sport and its athletes while bringing its restorative sleep mission into the world of elite competition.
By pairing Malinin’s costumes and personal style with a playful bedroom-inspired setting, Cookies & Costumes gave Boston visitors a glimpse into the person behind the performance and created a natural connection between elite athletic performance, recovery, and the importance of sleep.
