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Bed Rotting Reality TV on The Viral List

Gap x Katseye’s denim campaign takeover, 2016 nostalgia, and a $25K bed rotting challenge turned TikTok TV are going viral…

Written and Edited by the YPulse Editorial Team

Aug 29 2025
North America, Western Europe

KEY TAKEAWAYS

Luxury bedding and loungewear brand Cozy Earth hosted their own “reality tv” challenge around bed rotting, giving contestants the chance to win $25K
Gap’s latest “Better in Denim” campaign with girl group KATSEYE is hitting all the right notes with Gen Z, especially after the American Eagle debacle
On TikTok, there’s a growing wave of nostalgia for the 2010s—especially 2016—as Gen Z treats the year as a cultural reset point

Cozy Earth created their own TikTok reality tv show about bed rotting Cozy Earth decided to take marketing to a new level by leaning into a Gen Z favorite pastime: bed rotting. (A.k.a. staying in bed for extended periods of time). The luxury bedding and loungewear brand hosted what they called the “Bed Rot Challenge,” a reality-style competition where ten contestants from across the country were flown in to take part in the “laziest competition of their lives.” Each competitor got their own Cozy Earth bed, and the rules were simple: stay in bed as long as possible, amid challenges that...