Sneakerhead first!
That obsession pushed me to understand how brands talk to culture — so I became an art director, across Dentsu, Wunderman Thompson and FCB. Then I wanted the next step: how culture becomes the object itself. So I joined adidas — designing the shoes now, not just the campaigns around them.
Today I work both sides of that line: art direction and product design. Ten years across APAC and Europe.