What is creator marketing?

Creator marketing is a form of marketing where brands work with content creators — people who've built an audience around their craft or passion. The creator makes content about the product, the brand or the experience, in their own voice, on their own channels.

Unlike classic advertising, you're not buying reach. You're borrowing trust that the creator has built over time. And unlike classic influencer marketing — which revolves around a few big names — creator marketing typically works with a larger number of smaller creators, each active in their own niche. The value sits in their craft, not their fame.

At Sunday Squad we take one further position: a single creator post is almost never enough. What a sports community does register is when several voices talk about the same brand at the same time. Three athletes you follow post about the same shoes the same week — your brain reads that as consensus, not advertising.

That's why we don't work with individual creators, but with squads of 25 sport creators per collab. All amateur athletes with 500 to 25,000 followers in running, cycling, fitness, hyrox or triathlon. Curated for sports fit, activated simultaneously within one discipline and region. No mega-influencers, no lifestyle celebrities. People who actually train, race, perform — and whose audience can tell.

The concrete difference: one creator is noise. Twenty-five are signal.