When should we not do a squad?

By Tom Bogaert · Reviewed on

Don't do it if what you actually want is perfect ad visuals, full script control or guaranteed short-term sales. Then you're not looking for a squad, but a media buy with people in it.

A squad works precisely because it feels real: athletes in their own words, in their own training. That delivers credibility an ad can't buy — but it also means letting go of some control. If you want to lock every sentence in advance, the model chafes.

We'd rather say this up front. Running a squad with the expectations of a TV spot makes nobody happy — not you, not the athletes, not us. Real doesn't take to being briefed to death.

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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?

Can we approve the content in advance?

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Not sentence by sentence. But within clear boundaries: core message, do's and don'ts, and required or forbidden claims — especially for nutrition, supplements, safety or performance. Within those lines, sportfluencers make content in their own style. You steer on boundaries, not on sentences.

Does sportfluencer content match my brand's visual identity?

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Fit is a selection question. We curate creators on profile and aesthetic, not just sport and reach. A strong visual story requires a sharper-filtered selection — not a tighter brief.

Is Sunday Squad right for a premium or niche brand?

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Premium and niche brands are more often a strong match than a poor one — if the target customer is in the community we activate. The curation brief gets sharper, the squad smaller, but the fit stronger.

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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