The “A”Word


In the world of Instagram, being an ambassador is like winning a gold medal. You advertise it in your bio, right under your name, sport and location and wear it with pride. It becomes a defining feature of your profile. In the last few years ambassador programs have become plentiful and accessible to athletes of all levels. 

The expectations for the ambassador vary depending on the company being represented. In general, you should be representing products you truly like and use and doing so in a way that creates interest from other viewers. This can be done in a variety of ways from wearing gear at races and events, to blogging about products, writing reviews, or just posting pictures and using brand specific hashtags on IG. The purpose is to promote the brand in (hopefully) a mutually beneficial relationship. The ambassador might receive product discounts, free product, a feature on the company website or social media pages etc.

So how do you become an ambassador? There isn’t one answer. In my experience, many companies have application processes in the late fall/early winter. They often mention the application opening over their social media channels. The process includes a series of questions with topics ranging from what sport(s) you participate in, and how often, as well as your goals, what being an ambassador means to you and how you can partner to promote their brand. There is also a portion where you input which social media channels you use, how many followers you have etc. Sometimes they tell you when you can expect an answer back and you’ll either get a congratulatory email or one expressing regret, or no email at all meaning you were not chosen.

This year I applied to be an ambassador for 4 companies whose products I already use. They all used the online application process I outlined above. I was very fortunate and was accepted as an ambassador for 3 amazing companies (2 of which are Canadian!). I am an ambassador for Nuun Hydration, Endurance Tap (gels), and Tiux (compression socks). These are 3 amazing companies and I am very excited to represent them! The other company I applied to represent was Saucony. I knew it was a long shot because the athletes they choose are typically in the elite category and I of course am not. I continue to use their products in training and racing and will continue to recommend their shoes to other runners because I 100% stand behind their products and brand.

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