🏋️‍♂️ UGC & EGC

They’re the secret weapons in sports brand marketing. In the age of authenticity, flashy ads aren't enough, especially not in sports. Athletes crave realness. They trust peers, insiders, and pros. That’s why UGC (User Generated Content) and EGC (Employee/Expert Generated Content) are now critical tools for any sports brand looking to truly connect.

Let’s get into this world.

What is UGC?

Photos, videos, and testimonials from actual users as fans, athletes, or customers, talking about your product in their own words, with their authentic tone of voice.

What is EGC?

They are content created by your in-house team, product designers, pro athletes, or just coaches. It’s insider knowledge that adds credibility and depth to your communication.

Together, these two forms of content can outperform traditional campaigns.

Why?

Trust beats polish.

When a runner shares their real experience with your shoe, it resonates more than any scripted ad. UGC builds tribe. EGC builds authority.

Let us give you some examples:
A CrossFitter posting a no-BS review of your grip tape? That’s gold.
A nutritionist from your team breaking down your new pre-workout formula? That’s conversion power.
A trail runner showing your hydration pack in action on a 30K race? That’s influence.

If you're not weaving UGC and EGC into your marketing mix, you're missing out on authenticity, reach, and long-term brand loyalty.

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