Gary Aspden is a brand expert, specializing in building and positioning brands with an emphasis on creating connections between brands and popular culture. As a mature student, he graduated from UCLan in 1998 with First Class Honours in BA Fashion Promotion. 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 nine years before starting his own consultancy. He was employed by Adidas UK to work on entertainment marketing and after putting together a brand strategy during his first 12 months, Gary was promoted to the Global Marketing Team before going on to head up their entertainment department globally.
He has consulted for a number of clients from YouTube to CP Company but his main client continues to be Adidas. He designs and curates the Adidas Spezial capsule collection for Adidas Originals and is commemorated for his brand knowledge and vast vintage Adidas archive. Gary is also a contributor to Arena Homme+ 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.