Join us at Leeds Arts University Creative Networks as we chat to British brand consultant and designer Gary Aspden, about his career connecting brands and pop culture.

About the speaker

Gary Aspden is a brand expert, specialising in building and positioning brands with an emphasis on creating connections between brands and popular culture. He studied BA Fashion Promotions as a mature student at the University of Central Lancashire, where he graduated with First Class Honours in 1998. As part of that course he spent a year doing various internships (with a number of brands including Giorgio Armani, Diesel Jeans, DKNY and 6876) where he established the foundations of his career.

After graduating he eventually went on to work as an employee of adidas for over nine years before starting his own consultancy. He was originally employed by adidas UK to work on entertainment marketing, and after putting together a brand strategy during his first year, Aspden was promoted to the Global Marketing Team before going on to head up their entertainment department globally. He helped adidas to set up its trend-marketing strategy in 2000.

Aspden initiated various milestone marketing projects including the global launch of adidas Originals, the European launch of Y-3 and a number of collaborative projects (including Bathing Ape, Superstar 35th anniversary, FAC51-Y-3, Kazuki for Originals by Originals). He has consulted and freelanced with a number of clients from YouTube to CP Company but his main client continues to be adidas, who retain him both as a marketing consultant and designer. He designs and curates the adidas Spezial capsule collection for adidas Originals, and is known for his deep knowledge of the brand and his vast vintage adidas archive. Aspden twice made an appearance in The Face magazine's '100 most influential people in fashion' and is a contributor to Arena Homme+ (who he occasionally writes for) and SHOWstudio.

Gary Aspden and Adidas

Gary was raised on adidas, wearing the trainers as a kid and witnessing the label’s impact on the football and dance club cultures that dominated his home turf of Northern England. So it was a natural fit when he went to work for them in the ‘90s, first managing relationships with high-profile figures in entertainment, then shifting into collabs, experiences, and other campaigns. But when he established adidas Spezial in 2013, Aspden truly wrote himself into the company canon. The collection, a seasonal capsule based on styles from the adidas archives and Gary’s own extensive stockpile, quickly became a fan favourite, reliably dropping unique pieces that link the brand’s future with its storied past.

About Creative Networks

High-profile speakers entertain, challenge and inspire their audiences as they recount their career journeys and provide insights into the latest industry developments.

Creative Networks is Leeds Arts University's own major professional events programme. It’s a fantastic chance to meet other professionals and hear fascinating talks from industry leading speakers.

Gary will be interviewed by course leader for BA (Hons) Fashion, Nicola Knight and lecturer Caroline Riches

Join us from 5pm in reception for drinks and chatter.