“My relationship with adidas started during my formative years. I was into hip-hop, football and later acid house and the brand was integral to all those things. Adidas approached me to come and work there soon after I graduated from the University of Central Lancashire with a degree in Fashion Promotion. I have continued to work with the company in various capacities ever since. I believe that my career with adidas has been informed by my experiences growing up far more than my academic background.
Over the past 17 years, I have been involved in a host of marketing projects and collaborations that I guess are now seen as milestones within the wider sportswear industry. I initiated the first adidas collaboration with Japanese clothing brand A Bathing Ape and was very involved with the 35th anniversary of the Superstar shoe. I am now freelance and retained by adidas as a marketing consultant. I also design a premium range for them called adidas Originals x Spezial which, I’m happy to say, has picked up quite a cult following here in the UK.