Is Sunday Squad right for my brand?

By Tom Bogaert · Reviewed on
Part of: Creator marketing

Yes, if your product is something an athlete genuinely uses, tests or experiences. The obvious examples are already in our collabs: reflective wear, cycling kit, energy gels, chain wax, a rowing game. But it's broader than sports brands. The coffee before training, the mattress after, the insurance on the bike, the car that gets them to the race. Anything that fits into an athlete's life fits into a collab.

It works less well when there's no use experience attached. A squad runs on athletes who put your product into their own routine and talk honestly about it. If you have something an athlete does nothing with but look at, the content misses its hook.

The simple test: can an athlete take your product into their routine for a week and say something meaningful about it? Then we fit. If not, we'd rather say so up front than afterwards.

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Related questions

Which products work best in a squad?

Products with a real moment of use: nutrition, apparel, shoes, accessories, recovery, tech, safety, bike/running gear, events. It's not the category that counts, but whether an athlete can integrate it into their training and has something to say about it.See which categories perform strongest in practice →

When should we not do a squad?

Don't do it if you actually want perfect ad visuals, full script control or guaranteed short-term sales — then you want a media buy, not a squad. A squad works because it feels real, and that means letting go of some control.Read when a media buy is the better choice than a squad →

Does creator marketing work differently for sports brands?

For sports brands, creator marketing is a credibility test: athletes aren’t looking for inspiration but for proof that a product works in real conditions. That proof comes from a sportfluencer who actually uses your product — not someone who poses with it.Read why athletes look for proof — not inspiration →

Which brands in Belgium work with sportfluencers as ambassadors?

Fewer than you'd think. The well-known programmes are international (On, Gymshark, Lululemon); in the Benelux AA Drink's ALL ACTIVITY CLUB is the most visible example. Through Sunday Squad six brands activated a squad: WOWOW, Cyclowax, The Vandal, RocketFuel Endurance, Zolder42 and EXR.Read the full answer →

What is a Sunday Squad?

A squad of 25 amateur athletes creates content for one brand at the same time. Everyone shares from their own sport and community, within the same agreed posting period.Read how 25 athletes activate a brand at once — and why it works →
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