“Once you get this education, you can’t unhear it. You can’t unsee it.” — Eric Liedtke

Few leaders in fashion have reshaped the industry as profoundly as Eric Liedtke, the former Brand President of Adidas, current Brand President of Under Armour, and CEO/co-founder of Unless Collective—the first fully plant-based, plastic-free fashion brand.

In this episode of The Speed of Culture, Eric joins Matt Britton to discuss his multi-decade career at Adidas, his mission to eliminate plastic from fashion, and the bold entrepreneurial leap that brought Unless to life—and ultimately into partnership with Under Armour.

His insights reveal not only the future of sustainable fashion but also what it takes to reinvent your career, your industry, and, in Eric’s case, the material foundations of apparel itself.

Tune into the latest episode or read the transcript below to learn more. Here are some top takeaways:

From the Mailroom to the Boardroom: A Career Built on Curiosity and Resilience

Eric’s journey began not at the top of Adidas—but next to the mailroom. After realizing that his advertising job didn’t align with his love of sport, he spent an entire year persistently writing letters and calling Adidas executives, ultimately landing a role as a “sweeper”—an all-purpose utility position.

His mindset:

‍“Do one thing every day for your future.”‍

This relentless curiosity and willingness to stretch beyond a single specialty became a throughline in Eric’s career. Over 26 years at Adidas, he intentionally rotated across product, communications, brand, marketing, and international assignments—building a rare, multidimensional perspective.

His advice for young marketers: diversify early.
In an industry where people are quickly labeled—product, comms, footwear, PR—Eric avoided being boxed in, making him adaptable, promotable, and ultimately invaluable.

Leading at Adidas: Bridging Cultures, Driving Reinvention

When Eric moved to Adidas headquarters in Germany, he found a cultural divide between the American and German sides of the business.

Germany brought innovation, process, and infrastructure.
America brought storytelling, culture, and digital excellence.

Eric’s leadership challenge:

‍“Stop the us vs. them. Multiply strengths instead of canceling each other out.”

He built a co-HQ operating model grounded in collaboration—helping revive the Adidas brand globally through innovation, cultural partnerships, and athlete storytelling.

His philosophy:
Sport doesn’t end when athletes leave the field—it travels into streets, schools, music venues, and culture.
And brands must follow.

Why Fashion Must Go Plastic-Free: The Moment That Changed Everything

Eric’s shift toward sustainability began when Cyrill Gutsch of Parley for the Oceans walked into his office and asked:

“Would you like to save the oceans?”

What followed was a crash course in the devastating impact of plastic pollution—from microplastics and fast-fashion waste to the collapse of ocean ecosystems that produce “every second breath we take.”

This awakening sparked partnerships like:

• Adidas x Parley footwear made from ocean plastics
  
• Global Run for the Oceans activations
  
• Sustainability collaborations with environmental leaders

But the more he learned, the more restless he became.

Eric realized:

‍You can’t solve plastic waste while still producing plastics.
He needed to build something new.

Founding Unless Collective: The First 100% Plant-Based Fashion Brand

In 2019, Eric made the boldest leap of his career—leaving Adidas to build a fully regenerative, plastic-free fashion brand.

Unless Collective’s challenge was monumental. Every product needed to replace traditional synthetics, plastics, foams, glues, dyes, and stretch fibers with plant-based alternatives. During the height of the pandemic, Eric and his small team researched, prototyped, tested, and built what didn’t yet exist.

The goal:
Create the first 100% plant-based sneaker and apparel line—products that return to soil, not landfills.

The result was a breakthrough platform that caught the attention of Under Armour, which acquired Unless to accelerate regenerative innovation across its global ecosystem.

Under Armour x Unless: Scaling Regenerative Apparel Globally

Today, Eric serves both as Brand President of Under Armour and CEO of Unless Collective, with a clear mission:

Transform the industry from petroleum-based materials to plant-based systems at scale.

Consumers are entering a new “wellness renaissance”—caring about not just food and beauty, but also the clothes they put on their skin. Eric believes Under Armour can lead the movement to eliminate microplastics, toxins, and harmful chemicals from performance apparel.

His goal:

• Democratize regenerative clothing
  
• Bring plant-based materials to leggings, tights, and performance gear
  
• Inspire the entire industry to follow
  

As Eric puts it:
“I want to look my kids in the eye and say I helped make the world better—not worse.”

The New Playbook for Influence: From Singular Stars to Authentic Communities

Eric’s decades in sport have shown him the evolution of influence:

• Michael Jordan once defined an era
  
• Today, influence is decentralized and community-driven
  

Modern brand building requires:

• Mission-aligned athletes
  
• Purpose-driven creators
  
• Local micro-influencers
  
• Cultural collaborators who authentically champion the mission

Kids and consumers see through inauthenticity instantly. The next generation buys into purpose, not transactions.

Entrepreneurship vs. Corporate Leadership: Trading Comfort for Conviction

Eric describes starting Unless as both “liberating” and “brutally hard.”

As a founder, you’re suddenly responsible for everything—HR, IT, shipping, retail, PR, funding, product development, customer service, and more. You’re also the person driving the U-Haul to the pop-up event.

But with that comes freedom:

• Freedom to move fast
  
• Freedom to innovate
  
• Freedom to build the future instead of optimizing the past
  

Now, back inside a global powerhouse at Under Armour, Eric brings both worlds together—startup ingenuity and enterprise scaling power.

Leadership Lessons: Empower People, Set Direction, and Don’t Ask for Permission

When asked what has driven his success, Eric credits:

• A strong family foundation
  
• Believing deeply in people
  
• Empowering teams with clarity and accountability
  
• Setting a compelling vision for what “winning” looks like
  

His leadership mantra:
“Unleash the potential of the people around you.”

And the advice he was once given by Adidas CEO Herbert Hainer is something he now passes on widely:

“Don’t ask for permission. Ask for my advice.”

Initiative—not compliance—is what moves companies and industries forward.

The Mantras: “Don’t Let Perfect Get in the Way of Better” & “Say Yes”

Eric lives by two guiding principles:

Don’t let perfect get in the way of better.

Progress beats perfection—especially when you’re building something the world has never seen.

Don’t ask for permission. Ask for advice.

Leaders grow by moving, not waiting.

Together, these mindsets underpin his entire career—from cold-calling Adidas to pioneering plastic-free fashion to transforming Under Armour’s future.