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Ep 25 Eric Liedtke - Zero Wasted Hours.
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“Unless someone like you cares a whole awful lot, nothing is going to get better. It’s not.” This famous line and the story behind it from Dr. Seuss children’s book Lorax became an inspiration for one of the hottest startup brand names in streetwear. Unless Collective is the world’s first regenerative fashion platform that makes 100% plant-and-mineral-based clothing and footwear. The mastermind behind the brand is a 26-year adidas veteran and company’s former CMO Eric Liedtke.
During his time at the three stripes, Eric amassed a number of successes: re-energized the brand by unleashing a culture of collaboration and creativity, brought in billion dollar celebrity partnerships, scaled ecom to 4B, and launched innovations like Boost and Futurecraft 4D to name a few. Yet, as a former competitive swimmer and Oceans Advocate, his greatest passion has been to fight against plastic waste. At adidas, Eric has merged his passion for the water with his open-source approach to business, catalyzing a company-wide commitment to sustainability. With Unless Collective, he’s taking his purpose to another level.
In our unplugged conversation, Eric shares:
- His philosophy of zero wasted hours.
- Why preparation underpins his philosophy.
- Lessons and reflections on his leadership journey in the corporate world.
- Personal take on culture.
- How confidence and candor became his leadership signature.
- Plans on using good dirt to disrupt the 3 trillion dollar fashion industry.
Listen in for a truly remarkable episode!
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