We Put the City That Never Sleeps to Bed
Posted by Ryde: Team on 10/1/2025
New York is famous for its late-night pizza, 2 AM subway musicians, and endless buzz. To celebrate the launch of Ryde: SLEEP, we staged a playful scene in Union Square Park: a mattress, a nightstand, and comedian Brittany Brave inviting passersby into the moment.
The stunt posed one cheeky question: What if we tried to put the city that never sleeps… to bed? Brave, dressed in a robe and eye mask, stopped New Yorkers with the line, “Will you sleep with me?” sparking laughter, surprise, and unfiltered confessions about everything from doomscrolling to bizarre dreams.
The activation highlighted a real issue: nearly one in three Americans struggle with sleep, whether from late-night routines, tech-driven habits, or stress. We created SLEEP to help - a 2oz blackberry-flavored functional shot designed to help people unwind and get ready for rest without chasing impossible wellbeing ideals.
“Sleep shouldn’t feel unattainable or like another impossible item on your wellbeing checklist,” said Ryde: CEO Richard Schmidt. “We’re giving people approachable, real-world solutions that work with busy lives. Even the city that never sleeps deserves a little rest.”
Ryde: SLEEP is available now on Amazon and TikTok Shop.