When Oiselle, a women’s running apparel company, started a brand ambassadorship program in 2010, it went with what other companies were doing at the time: Find people who love the company and run a lot and give them gear to wear at races and all over their blogs and social media feeds.
In 2015, that changed. Instead of a few hundred hand-picked brand ambassadors running races in Oiselle clothing, the company now has a program called Volée, which is made up of an army of about 4,000 women who pay $100 a year to be living, breathing, running, tweeting, Instagramming billboards for the brand, a membership that will open up to new members again on April 13th.