The Celebrated and Dreaded Running Ambassador Programs

The process is not logical, so stop trying to figure it out.

I am now on my twelfth year running, and I swear that I am going to figure out how these ambassador programs work one day.

I run a lot of miles. I compete well in races but probably won’t win one anytime soon. I have a podcast where I talk about ultra-running. I have a reasonably good following on social media, even though I do not genuinely understand social media.

Every year, I watch all of these people that I have finished in front of at similar races get brand ambassador status along with the benefits that come from it.

Meanwhile, I’m still out there running, still promoting running as a way to stay healthy — both physically and mentally, and still waiting to get chosen for a brand ambassadorship.

Someday, it’s bound to happen, just not this year again.

I imagine many other runners like me out there, wondering just how you get to be one of these special people. I am discovering that it must not have anything to do with brand loyalty. I have exclusively used the same brand of running shoes, same socks, same hydration pack, same hydration formula, and same gels for the last four years and still not been chosen for any of these brands that I loyally use and pay full price for.

So, how do these brand ambassador programs work? Great question, so let’s go for a run and check out how they are supposed to work.

The most significant idea one must get behind is that manufacturers use brand ambassadors to promote their products authentically without being pushy used car salespeople.

Ideally, ambassadors use these manufacturers’ products and then, in their own words and way, share why that product works for them as a runner.

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