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, Aspden’s work is informed more by this background as opposed to his time at the University of Central Lancashire, where he studied fashion communication.
After various internships, Aspden started working with friend Kenneth MacKenzie at 6876 in the mid 1990s. 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. While at adidas he helped set up its trend-marketing strategy in 2000 - a division of the company based out of key metropoles that looks to communicate the brand in a media/design savvy way to audience of opinion leaders. Aspden initiated various milestone marketing projects including the global launch of adidas Originals, the European launch of Y3 and a number of collaborative projects (Bathing Ape, Superstar 35th anniversary, FAC51-Y3, Kazuki for Originals by Originals).
MARY is a specialist marketing agency that Aspden launched on the back of the success of the 'adidas Underground' events delivered during the London Olympic games. His main client continues to be adidas. In addition to running his own agency, Aspden has twice made an appearance in The Face magazine's 100 most influential people in fashion, guest lecturers on fashion marketing and frequently judges the Creative Marketing Award at Graduate Fashion Week.
In 2014 Aspden curated the adidas Originals x SPEZIAL collection, a special, premium, archive-inspired range.