What is a Sunday Squad?

By Tom Bogaert · Reviewed on

A Squad is 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, but a coordinated activation where all 25 athletes post about the same brand within one short period — each from their own sport, their own training, their own rhythm.

The number — 25 — isn't accidental. Small enough to deliberately curate every athlete, with attention to profile quality and brand fit. Large enough to be noticeable within a local sports community. When 25 runners, cyclists or triathletes in your area show the same brand in their own content within a month, something happens that no single influencer can achieve: the sense that everyone around me is wearing or using this now. Not through advertising, but through what people have always done — looking at what their community wears.

A Squad is composed by Sunday Squad. The brand reviews up front but doesn't select individuals — we curate on sport, content quality and credible brand fit. No mass campaign, no random seeding: a targeted, committed activation within a specific sport community.

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Related questions

Is Sunday Squad right for my brand?

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Yes, if an athlete genuinely uses, tests or experiences your product — nutrition, apparel, gear, recovery, tech, safety, events. Less of a fit if there's no use experience attached. The test: can someone take it into their training for a week and say something meaningful about it?

What is a sportfluencer?

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A sportfluencer is an amateur athlete who creates content as a by-product of their sporting life, not an influencer who uses sport as a theme. That produces a smaller but sharper audience — people who actually train and would buy the product. The sporting content needs to set the tone; the rest of t

What is the difference between a micro-influencer and a macro-influencer?

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Micro-influencers (1,000–100,000 followers) have a smaller but sharper audience than macro-influencers. The difference isn’t in the number but in the relationship: micro-influencers build an audience around a specific niche, leading to higher engagement and more precise relevance per recommendation.

Do I have to be a well-known influencer?

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No. We work with athletes and sport creators from 500 followers on Instagram — what counts is that you genuinely train, that your audience sees it, and that your profile is public.

What do I have to do for my gear?

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Just do what you already do: sport, and talk about it. No script, no mandatory hashtags. What we ask: that you actually use the product and that your audience sees it — honest and in your own words. That's the return.
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