- case · wowow reflective wear -
25 athletes.
One mission: to be seen.
Our very first squad: instead of one ambassador, 25 sportfluencers took Wowow's reflective gear out on the road at the same time - evening and morning training sessions, for four weeks.
0% ghosting
64 pieces of content
25 sportfluencers
Wowow × Sunday Squad · May 2026
The collab in numbers
Everything verified, post by post. And this was May - the lightest moment of the year. These numbers are a floor, not a ceiling.
64x
Content that fuels your own channels
Rights-included content
30 stories · 17 posts · 14 reels · 3 carousels - with usage rights. Zero media budget.
11.8%
Strongest profile
Engagement
Well above the Instagram average - the content truly resonated.
1,800+
Interactions
Likes, comments and saves, added up across the whole squad.
0%
100% of the active squad delivered
Ghosting
Every selected sportfluencer delivered content. No no-shows, no excuses.
The brand & the question
Being visible is
literally the product
You do not claim visibility in a studio - you prove it on the road, at six in the morning. Wowow makes reflective gear for athletes who train when it is dark. A strong product, with exactly that proof challenge.
The answer was not an ambassador, but a squad: 25 sportfluencers taking the gear into their training and posting about it in the same weeks. Local saturation in the feeds of runners and cyclists - people who know each other's routes.
Reel
Story
Post
Reel
How the collab unfolded
From sign-up to feed
From open call to verified case in three months. This is how it unfolded.
March 2026
Collab live
The call opens. 35 sportfluencers apply to join the squad.
April 2026
Squad assembled
25 sportfluencers selected - scored on sport fit, their story in the darker hours and their content concept.
May 2026
The gear hits the road
Packages shipped, squad activated. Four weeks of content from real training sessions: morning runs, evening rides, twilight.
Afterwards
Results
All content delivered. The very first Sunday Squad case is a fact.
The content
What showed up in the feed
Four weeks of posting, from quick story to fully developed reel. Nano profiles, zero media budget - and the strongest engagement rate in the squad landed at 11.8%.
And the content keeps working: Wowow can reuse everything on its own channels, rights included. The equation: 64 pieces of rights-included content for the cost of 25 product packages - compare that with one production day at a content agency.
Reel
Story
Reel
Post
Carousel
Testimonial
In Wowow's own words
We asked athletes who actively share their sport on social what makes them collaborate with a brand. Their answer: authenticity and real product experiences, not cash.
Sales Manager Europe @ WOWOW Reflective Wear
Alexander van den Steen
Credible and authentic content
"We are proud that Wowow was able to help kick-start the Sunday Squad story. We are happy with the collaboration and are looking at a follow-up activation."
Sportfluencer content
Real reels by real sportfluencers.
No studio format or stock feeling: athletes film your brand during real training sessions, races and routines. Ready to use as social proof, ads and website content.
Sofie
48K views
+100
+100
Mieke
Still unsure?
Before you plan a squad
What did the WOWOW collab deliver?
Our very first squad, and immediately the proof: 25 sportfluencers, 64 pieces of content, 0% ghosting, +1,800 interactions (strongest profile 11.8% engagement) — and that in May, so a floor. WOWOW called the content “credible and authentic” and is looking at a follow-up.Read the full answer →
How do you find the right creators for your brand?
Three routes, in increasing order of effort: search Instagram or TikTok yourself, work via a platform or database, or build a curated squad with a specialist. The right route depends on scale, budget and quality control.See the three routes to find creators — and their real costs →
How do you measure the results of creator marketing?
There's no perfect attribution — anyone who promises it is selling something. The industry usually measures on four layers: reach, engagement, brand impact (lift studies, top-of-mind), and outcome metrics (sales, traffic, sign-ups). None stands on its own.Read why perfect attribution doesn't exist — and what you can measure →
What if a sportfluencer doesn't post (on time)?
We carry that risk. Curation up front, agreements in the briefing, follow-up during the posting window and back-ups from the same pool — plus an honest completion rate afterwards: how many of the 25 actually delivered.Read how the three layers of risk management work in practice →
What are the content rights for brands?
Set per collab — one of the value elements that determines whether a collab clicks or not. Standard is 12 to 24 months, organic and paid, limited to the country where the collab takes place. OOH, TV and longer use are separate modules. Content rights are not whitelisting — access to the athlete's adSee the standard package: duration, usage, OOH and what it costs →
What does a collab with a Sunday Squad cost?
A collab with a Sunday Squad starts from €2,500: we attract new sportfluencers, invite them and announce the collab. Content rights are included; whitelisting is arranged separately. The price further depends on shipping (who, how, where), size and duration — hence "from".Read the full answer →
Ready for your case?
Activate your own squad
One drop, 25 sportfluencers, content and rights included.