When viral tweets and news articles about the Olympic Village’s “anti-sex beds” began to spread shortly before the start of the Tokyo Games, Airweave CEO Motokuni Takaoka knew that it would do no good to put out a hasty denial.

Instead, the event’s official bedding supplier decided to let the athletes do the talking, leading to a series of viral videos that have made the company’s product an online sensation — even if it wasn’t for quite the reasons it had hoped for.

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