Is Sunday Squad right for my brand?

By Tom Bogaert · Reviewed on

Yes, if your product is something an athlete genuinely uses, tests or experiences. Sports nutrition, apparel, gear, recovery, tech, safety, an event — anything with a real training context around it works.

It works less well when there's no use experience attached. A squad runs on athletes who put your product into their own training 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?

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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.

When should we not do a squad?

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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.

Does creator marketing work differently for sports brands?

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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.

What is a Sunday Squad?

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A group of 25 amateur sportfluencers who create and publish content for one brand at the same time. Not separate influencer deals one by one — a coordinated activation where all 25 sit in the same short posting period, each from their own sport and community.

What if a sportfluencer doesn't post (on time)?

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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.
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