Someone Somewhere's Viral adidas Deal: A Sustainable Fashion Revolution

A Mexican startup called Someone Somewhere has disrupted the fashion industry with a powerful combination of AI, artisanal craftsmanship, and a viral social media campaign that landed them a deal with adidas.

• Three friends, Antonio Nuño, Fatima Alvarez, and Enrique Rodriguez, founded the company in 2016 with the goal of connecting rural Mexican artisans with global brands looking for sustainable production methods.
• They focus on incorporating traditional handcrafts from Mexico’s poorest states into clothing and accessories, aiming to create “quality, on-trend products” while providing economic opportunities to artisans.

Leveraging AI for Sustainable Fashion with adidas

In 2023, Someone Somewhere realized they could leverage AI, specifically Stable Diffusion's text-to-image model, to scale their operations and showcase the potential of their artisanal crafts.

• They fed their database of materials and techniques used by the artisans into Stable Diffusion, generating AI-assisted designs for iconic products from brands like Red Bull and Trader Joe's.
• Their LinkedIn post featuring a concept for an adidas-branded Mexican National Team soccer jersey went viral, garnering over 1 million views and catching the attention of adidas.
• This sparked a partnership with adidas, resulting in a limited-edition collection of Mexican National Team jerseys hand-embroidered by women artisans from the Sierra Norte of Puebla, Mexico.

The Power of AI and Artisanship: An adidas Collaboration

The adidas collaboration demonstrates the potential of AI in creating jobs and promoting sustainability in the fashion industry. Someone Somewhere's strategy is working so well that they have gone from designing 10 products a month to 5,000.

• The AI-generated designs allow them to quickly show potential partners the possibilities of incorporating traditional Mexican crafts into their products.
• The adidas collaboration, showcasing hand-embroidered jerseys, highlights the beauty and value of artisanal craftsmanship.

Beyond adidas: Expanding Sustainability and Impact

Someone Somewhere's success goes beyond the adidas deal. Their strategy of combining artisanal craftsmanship, sustainability, and AI has led to collaborations with a variety of other brands.

• They have partnered with Google, Uber, Stripe, and Amazon to create merchandise for their employees and events.
• Through a partnership with Nimble, a sustainable electronics accessories company, Someone Somewhere's products are now available in Apple stores worldwide.
• This growth has been fueled by a combination of AI-powered design, social media campaigns, and a commitment to ethical and sustainable practices.

The adidas Collaboration: A Catalyst for Change in Fashion

Someone Somewhere's success story is a testament to the power of AI, artisanal craftsmanship, and a commitment to sustainability. Their adidas collaboration is a prime example of how technology and traditional skills can be combined to create innovative and ethical products.

• The adidas deal highlights the growing demand for sustainable and ethically produced products.
• The use of AI and traditional crafts provides a unique and compelling narrative that resonates with consumers.

The Future of Someone Somewhere: Continued Growth and Innovation

Someone Somewhere is poised for continued growth and innovation. Their success story is an inspiration to entrepreneurs and brands looking to create a more sustainable and equitable fashion industry.

• They plan to further leverage AI and their partnerships to expand their product lines and reach even more consumers.
• Their goal is to continue promoting sustainable fashion practices and empower artisans around the world.

The Role of adidas in Someone Somewhere's Journey

The adidas collaboration has been a pivotal moment for Someone Somewhere. It has not only provided them with significant growth and visibility but has also served as a validation of their approach to ethical and sustainable fashion. The adidas partnership serves as a powerful example of how brands can embrace the power of AI, traditional craftsmanship, and social impact.

• The adidas partnership has helped Someone Somewhere reach a wider audience and connect with a global brand that shares their values.
• The success of the adidas collaboration showcases the potential of AI to drive innovation and create opportunities for artisans.