Employee Spotlight: Firas Narch
Building on a Global Legacy from Dubai
When Firas Narch first joined Red Wing Shoe Company, he expected to learn about the business. What surprised him most was discovering just how far the Red Wing name had already traveled.
Today, Firas serves as Managing Director for Red Wing's Eastern Hemisphere operations, overseeing a region that spans Africa, Asia, the Middle East, Australia, and beyond. From his home base in Dubai, he works with teams, distributors, and customers across the globe. But his path to Red Wing started thousands of miles away in Minnesota.
Born and raised in Lebanon, Firas moved to Minnesota alone at age 17 to pursue his education. After graduating with a degree in international management, he built his career with Minnesota-based organizations, including Target, while holding onto a dream of gaining international experience.
That dream eventually led him to Dubai. As he expanded his career internationally, he gained a deeper appreciation for the role company culture plays in shaping the employee experience.
"I learned how important a company's culture is," Firas shared. "I wanted to either move back to Minnesota or find an American company in Dubai that aligned with my values."
That search ultimately led him to Red Wing.
"It was a match made in heaven," he said. "I understood the company and its values really well, and they aligned with my values."
Today, Firas jokingly describes himself as a "Lebanese Minnesotan" and appreciates the unique opportunity to live in Dubai while continuing to work for a company rooted in Minnesota values.
Standing on the Shoulders of Those Before Us
One of the things that continues to impress Firas most is Red Wing's reputation around the world.
"People know the brand. They know what it stands for," he said. "It's synonymous with quality."
Working across the Eastern Hemisphere, Firas regularly meets customers in some of the most remote regions of the world. What he's discovered is that the conversation rarely starts with introducing Red Wing. More often, customers already know the brand and trust what it represents.
For Firas, that recognition serves as a powerful reminder that today's employees are building something much bigger than themselves.
"We're standing on the shoulders of those who came before us," he said. "They've built the brand to a point where it's so recognizable around the world."
That same sense of legacy extends beyond the brand itself. Firas was equally surprised to learn how many of Red Wing's international distributor partnerships have lasted for decades.
In countries like Saudi Arabia, the UAE, Malaysia, Singapore, Kuwait, and Oman, Red Wing partnerships often span 50 years or more. Many of the businesses Red Wing works with today are family-owned organizations now being led by second- and third-generation leaders.
"There's a lot of pride in the relationship and the history between Red Wing and those companies," Firas said. "There's a sense of responsibility that comes with that. How do you take the success we've had over the years and build on it?"
Finding Community Through Family, Baseball, and Travel
Outside of work, Firas's world revolves around family.
"My family really fills my cup," he said.
He and his wife are heavily involved in Dubai Little League, where both volunteer their time coaching and supporting the organization. Their children are passionate about baseball and softball, and family trips often include a stop at Target Field for a Minnesota Twins game when they're back in Minnesota visiting friends and family.
The family's love of sports also fuels another passion: travel. Whether they're attending baseball tournaments in Germany, Spain, or Amsterdam, Firas enjoys experiencing new cultures and seeing what the world has to offer.
One Global Team
While his team is based in Dubai, Firas never sees it as separate from Red Wing's Minnesota headquarters.
His 31-person team includes employees from across the globe, creating what he affectionately describes as "the United Nations of Red Wing." The office represents a wide range of cultures, backgrounds, and perspectives, all united by a common purpose.
Despite the geographic distance, Firas believes the connection to Red Wing's culture remains strong.
"I don't see any separation other than the geographical separation," he said. "I see us as purely an extension of that business in Minnesota."
Advice for Future Team Members
Ask Firas what stands out most about Red Wing, and the answer is simple.
"You belong to our family," he said.
For him, the company's long-tenured employees, enduring customer relationships, and commitment to people all tell the same story: Red Wing is a place where employees are valued, supported, and encouraged to build lasting careers.
It's a legacy built over generations and one that Firas is proud to help carry forward from Dubai, one relationship at a time.