Gary Aspden is a brand expert, specializing in building and positioning brands with an emphasis on creating connections between brands and popular culture. Having grown up with first hand experience of various youth cultures, much of Aspden’s work is informed by this background. 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 worked at various internships before working with British menswear label 6876.
He went on to work as an employee of adidas for over 9 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 12 months, 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 - a division of the company based out of key metropoles that was set up to look at innovative ways to communicate the brand to an opinion leading audience.
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 (A Bathing Ape, Superstar 35th anniversary, FAC51-Y-3, Kazuki for Originals by Originals). He has consulted for 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. He guest lectures on fashion marketing and on occasion judges the Creative Marketing Award at Graduate Fashion Week.
Gary’s work is based out of London but he spends much of his time in Lancashire - which he cites as his biggest source of inspiration.