Gary Aspden – Adidas Spezial
A foremost authority on all things Trefoil, Gary Aspden’s encyclopedic knowledge of Adidas, combined with his social media presence has positioned him as the unofficial European face of the brand in recent years. Undertaking celebrity marketing roles in the 90s to becoming the chief curator of the highly collectable Spezial line, his career trajectory has been impressive, but what makes him such an authoritative voice in the sneaker community?
From the hallowed dancefloor of the Hacienda to the football terraces of the North West, his position of authority can be attributed to his wider understanding of the culture that’s shaped the brand’s cult-like status, particularly in the North of England (Robert Brooksy’s our man down south).
Most importantly, it’s his foremost position as a fan which allows him to authentically communicate with a particular segmentation of the Adidas fanbase, notorious for their unforgiving views regarding the hype-driven state of sneaker culture of 2021. Canal Street isn’t Carnaby Street, and it’s essential to understand how to adapt your output to suit different segmentations of your audience both geographically and culturally. What Adidas have done masterfully is place an individual in a position of power who can explore the fringe elements of sneaker culture that doesn’t centre exclusively around drop culture. Heritage brands take note.