The Story of the Shoes: How @topoathletic Won My Heart

The Story of the Shoes: How @topoathletic Won My Heart

It started with my friend @TedCoine. Ted decided to experiment with his Twitter presence one day before buying a pair of running shoes. In early November, Ted decided to tweet shoe companies to see who would respond. Kicking tires, he called it.

I watched with curiosity; I’ve tried similar experiments and been disappointed at the response (lack of response) I’ve seen. 

Topo Athletic, a shoe company headquartered in Newton Mass, won the battle for Ted’s business.



I eavesdropped on the conversation. I joined in. I talked to @topoathletic about my plan for a half marathon in a few days. The day of my race, I got this tweet from Topo Athletic:



Impressive! This exchanged showed me the excellence with which Topo Athletic is listening and responding to customers (and potential customers) on Twitter.

So, while writing a news release about effective social media use during the holidays, I referenced the exchange with Topo Athletic. When the piece got picked up by Fox Small Business, I sent more tweets to the company.

Their response?



Just six days later, an awe-inspiring package arrived at my door.

Suffice it to say that I can’t imagine buying any other running shoes, ever. I’m going to go lace on my Topos and go for a run.

About Becky Robinson

I am the owner of Weaving Influence and the leader of the Weaving Influence team. We help authors and thought leaders grow their online influence. I am also a wife and mom of three daughters, and I enjoy running, reading, writing, a good cup of coffee, and dark chocolate.

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What People Are Saying

  • I love this story Becky – It paints such a clear picture of the benefits of Social Media. …And a picture is worth 1000 words!

    • The screenshots tell the story better than I can! Chery, I hope you enjoy a wonderful holiday season — wherever you spend it. Hugs!

  • That’s very cool, Becky. The fact that they marked/remembered your race is a big deal!

    • A big deal, indeed! I can’t wait to run my first race in my new Topos!

  • Nice experiment. Thanks for sharing Ted’s experiment and your own results. Hmmm, wonder what I’ll try.

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