Ryde: Wellbeing Puts the City That Never Sleeps to Bed

Stunt and a 2 oz. sleep shot prove even New Yorkers deserve a little rest

New York is famous for its late-night pizza, 2 AM subway musicians, and endless buzz. To celebrate the launch of Ryde: SLEEP, the wellbeing brand 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. Ryde: created SLEEP to help - a 2 oz. blackberry-flavored functional shot designed to help people unwind and get ready for rest without chasing impossible wellbeing ideals.

To support the launch, Ryde: partnered with writer Hannah Kilpatrick and sleep researcher Jack Cotter, PhD, who shared simple, science-backed advice for better rest. Their recommendations included keeping a consistent bedtime and wake-up schedule, stepping away from screens at least 30 minutes before bed, and creating a cool, dark, quiet bedroom environment. They also encouraged small but impactful changes like developing a calming wind-down ritual, limiting late-day caffeine and alcohol, and getting natural light exposure in the morning to reset the body’s circadian rhythm. Together, these habits work hand-in-hand with Ryde: SLEEP to help make quality rest feel less like an aspiration and more like an everyday reality.

“Sleep shouldn’t feel unattainable or like another impossible item on your 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.

Catch the full edit on YouTube to see how fast “Will you sleep with me?” stops traffic! 

About Ryde: 

Ryde: is a global brand redefining what wellbeing looks like, delivering it all in one effortless shot. Founded in 2016 and headquartered in Dallas, Texas, Ryde: offers a lineup of flavorful, functional, 2oz dietary supplement shots designed to help you with whatever today throws at you. With zero calories, science-backed ingredients, and no unnecessary extras, Ryde: is your no-nonsense partner in feeling good, when you need it.