Chief Sleep Officer

In Bulgaria, sleep has long been seen as a weakness rather than a necessity. Generations grew up believing that rest means lost time, while exhaustion became a badge of honor. For isleep, a Bulgarian brand for mattresses and sleep products, this cultural mindset was not just a social issue, but a barrier to meaningful brand relevance.

Instead of talking about products, isleep decided to change the national conversation. The brand created a role that had never existed before: Chief Sleep Officer. To make the message credible, isleep appointed Olympic sprinter Ivet Lalova — a symbol of discipline, performance and recovery — proving that even elite athletes rely on quality rest to stay strong.

Launched on World Sleep Day, the appointment instantly sparked nationwide attention and turned sleep into a public topic discussed across media, social platforms, podcasts and expert forums. What started as a symbolic role became a movement that reframed sleep from laziness into strength.