by Allison Herman, CEO of Dragonwing
As a founder, one of the most powerful ways I’ve grown my brand is by tapping into the passion of my community. When I started Dragonwing, a performance apparel brand for girls, I knew our success would depend on authentic connections. I didn’t want just customers—I wanted a movement of young athletes and performers who truly loved what we created and could share that excitement with others.
That’s where our ambassador program came in. Instead of pouring money into paid ads up front, we built a network of real people—dancers, gymnasts, and athletes—who genuinely love our products and share them with their communities. Along the way, I’ve learned what makes an ambassador program work and what leads to wasted time and effort. If you’re thinking about launching your own, here are my top five lessons:
1. Start with a Core Group
You don’t need hundreds of ambassadors to start—just a small, dedicated group who truly align with your brand. Look for people who are already fans, engage with your content, and have an authentic connection to what you offer.
When we launched our program, we handpicked a small group of young athletes who were already talking about Dragonwing. These early ambassadors set the tone—posting organically, creating content, and building excitement. Their enthusiasm made it easier to grow the program without feeling forced or overly promotional.
2. Offer Exclusive Perks (That Matter!)
An ambassador program should be mutually beneficial. If you want people to promote your brand consistently, give them something valuable in return. This doesn’t just mean discounts (though they help!). It could be:
- Referral codes to earn commissions
- Early access to new products
- Features on your website and social media
- Opportunities to be part of product development or photoshoots
The key is to make them feel like insiders—not just another marketing tool. If they feel special, they’ll naturally want to share their experiences.
3. Keep the Connection Strong
One of the biggest mistakes brands make is setting up an ambassador program and then forgetting about it. Your ambassadors need to feel like they’re part of something ongoing—not just a one-time campaign.
At Dragonwing, we stay connected through:
- Monthly email updates with brand news and exclusive sneak peeks
- A private group chat where ambassadors can share content, get support, and interact
- One-on-one check-ins to make sure they feel valued and heard
Building these relationships takes time, but it’s what transforms an ambassador from a one-time promoter into a long-term brand advocate.
4. Keep It Fresh & Fun
No one wants to be part of something stale. To keep ambassadors engaged, mix up how they participate. Some ideas include:
- Design contests where they vote on new products or colors
- Challenges like “Share your favorite way to style this product”
- Live Q&As or virtual meetups to connect them with the brand on a deeper level
When your program feels dynamic and exciting, people will want to stay involved—and they’ll bring others along with them.
The most successful ambassador programs aren’t just about your brand—they’re about the people in them. Give your ambassadors a space to connect, support one another, and collaborate. This could be a private Slack channel, Facebook group, or even in-person meetups.
For Dragonwing, our ambassadors have formed friendships, collaborated on projects, and created a positive, uplifting space for young athletes. They aren’t just promoting a brand—they’re part of something bigger, and that keeps them engaged long-term.
An ambassador program isn’t just a marketing tool—it’s a community-building strategy. When done right, it’s one of the best ways to increase brand awareness, drive word-of-mouth sales, and create loyal customers who genuinely love what you do.
If you’re considering launching one, start small, focus on genuine relationships, and always make sure your ambassadors feel valued, supported, and excited to be part of the journey.
Because at the end of the day, the best marketing comes from real people who truly believe in what you’re creating.
Allison Herman, owner of Dragonwing
Allison Herman is the owner of Dragonwing, an activewear brand dedicated to empowering young girls through sport and style. Based in Denver, Colorado, with her husband and business partner, Steve, she combines her lifelong passions for athletics and fashion into innovative designs that inspire confidence and comfort. Her background as a competitive swimmer, from her childhood in North Carolina to her collegiate days at the University of North Carolina, deeply influences her commitment to creating sportswear that supports young athletes’ performance and self-esteem.
Following her studies at the prestigious Parsons School of Design, Allison spent over 15 years in the children’s active apparel industry, gaining insights that have shaped Dragonwing’s approach to youth activewear. Her brand reflects a deep understanding of growing girls’ needs, emphasizing functionality, style, and the importance of a supportive community. Through Dragonwing, Allison strives to motivate young girls to embrace their individuality and achieve their athletic potential, ensuring they remain active, comfortable, and supported during every stage of childhood to young adulthood.