Which brands is Sunday Squad Ambassadors right for, and which not?

For products that only convince after weeks of use: nutrition, care, subscriptions, apparel that lasts a season. Not for a one-off launch or an event; there you want a spike, not a relationship, so a collab or a Sunday Squad Season.

Ambassadors is a fit if:

• your product is bought or used repeatedly: gels, wax, supplements, care
• your product only shows its value after a while: a training platform, a subscription, a shoe after 300 kilometres
• you have several drops a year and want the same faces each time
• you want a local sports community where your brand becomes a fixture, not a one-time appearance

Not a fit if you have to win one moment: a launch, an event, a collection that has to sell out in six weeks. Then every euro you put into a relationship is a euro missing from the spike. An agency will sell you an ambassador even then, because that's what it sells. For a launch we say no to Ambassadors and yes to a collab, and if the launch spans a season, a Season.

If in doubt, the collab is the answer: it works for both, and afterwards you'll know whether your product is the kind athletes stick with. How Ambassadors grows out of a collab.