Why Tech Reps Are Run Retail’s Unsung Heroes When It Comes to Building Community

A successful relationship between brands, retailers and run clubs hinges on tech reps.

It’s a job that Kris Hartner, founder of Illinois-based retailer Naperville Running Co., is intimately familiar with. Prior to opening his first store in 2000, Hartner spent nearly a decade as a tech rep at Reebok and Adidas, and admitted the roles prepared him for ownership.

“Tech reps are the most direct connection between our vendor partners and our customer experience team,” Hartner said. “A great tech rep working with the floor, side-by-side with our crew, is one of the best ways for a brand to make inroads with our customer base.”

The role of a tech rep is multifaceted. In addition to having intimate knowledge of a brand’s products, they are also tasked with relaying that information to retailers and their consumers, and must find creative ways to ingratiate themselves with a given community.

DeAnthony White, director of brand partnerships and retail activations at Charm City Run in Baltimore, said, “Their main goal is to be in front of as many people as possible, educating runners and driving them into stores where their product is. If they’re not setting up shoe trials for new releases, they are in the stores becoming one with our culture while representing their brand.”

He continued, “You can see the connection in brands that are doing well in specific communities and stores. It’s because of how well their tech reps are communicating with runners.”

However, Victor Diaz, owner of Oakland, Calif.-based Renegade Running, warned against becoming too reliant on them.

“A store leader should not be abdicating all of their responsibility to the tech rep because then when the tech rep leaves, so does the culture and those activities,” he explained. “You need to create that culture within your space. Recruit people that have those same skill sets, build that team internally and pay them well.

What’s more, Saucony senior brand marketing manager Jordan Yob advised that tech reps — which are referred to as shadow or field reps at the brand — must be community-minded with every decision they make.

“Everything we do is, and should be, authentic to the brand and community,” Yob said. “Genuine connections are essential for fostering engagement and gathering valuable feedback that drives innovation and growth. Without the right intentions, it could undermine brand loyalty and trust, ultimately leading to negative perceptions among consumers.”

About the Author

Peter Verry is the Senior News and Features Editor for Athletic and Outdoor at Footwear News. He oversees coverage of the two fast-paced and ultracompetitive markets, which includes conducting in-depth interviews with industry leaders and writing stories on sneakers and outdoor shoes. He is a lifelong sneaker addict (and shares his newest purchases via @peterverry on Instagram) and spends most of his free time on a trail. He holds an M.A. in journalism from Hofstra University and can be reached at peter.verry@footwearnews.com.