The Speed of Culture Podcast

Sole Purpose: How UNLESS and Under Armour Are Designing Sustainable Shoes and Sportswear

Date: October 28, 2025
Host: Matt Britton (Founder & CEO, Suzy)
Guest: Eric Liedtke (CEO & Co-Founder, Unless Collective; Brand President, Under Armour)

Episode Overview

This episode centers on the journey of Eric Liedtke—a sportswear industry leader whose mission is to revolutionize the fashion and sporting goods industry by shifting from petroleum-based to plant-based materials. Liedtke recounts his decades-long tenure at Adidas, his leap into entrepreneurship with the sustainable brand Unless Collective, and the subsequent acquisition by Under Armour. The conversation explores personal purpose, innovation in sustainability, and leadership lessons gleaned from driving industry change.

Key Discussion Points & Insights

1. Eric Liedtke’s Career Path (04:27–10:16)

• Initial Career Misfit: Started in advertising but felt strongly drawn to sports.
• Breaking In at Adidas: Persistently reached out to Rob Strasser, ultimately landing a role as a “sweeper” (entry-level, supporting various departments).
• Versatility as a Strength: Liedtke intentionally moved across functions—product, comms, international roles—to become well-rounded and better positioned for leadership.
  • Quote: “Don’t let perfect get in the way better. It’s like, take one step and then another step... Do one thing every day for your future... it compounds like anything else.” (07:53)
• Advice for Career Changers: Start networking, take incremental steps toward your passion, and don’t be afraid of lateral or even backward career moves to align with purpose.

2. Insights from Adidas: Brand Evolution & Culture (10:16–17:53)

• Cross-Functional Development: Liedtke credits his ascent to crossing departmental lines, gaining expertise in both product and marketing.
• Cultural Integration: Discusses bridging German and American mentalities at Adidas to break down internal silos and amplify strengths.
  • Quote: “It’s not us versus them internally, it’s us. And what are the roles each of us play?... How do we make 1 and 1 equal 3 and be a multiplier?” (13:13)
• Brand Identity—Performance vs. Lifestyle: Liedtke emphasized Adidas’ ability to span elite sporting performance and pop culture, collaborating with musicians and celebrities but always anchoring the brand in sport.
  • Quote: “Nothing goes out of fashion as fast as fashion. So if you're a sports brand...you have to ground yourself there.” (17:33)
• Sneaker & Sportswear Culture: The rise of “sneaker culture” (stock markets for shoes, collaborations, mainstream acceptance of sporting style).

3. The Genesis of Unless Collective & Focus on Sustainability (21:05–25:17)

• The Wake-Up Call: Meeting with environmentalist Cyril Gutsch in 2015 led to a deeper understanding of the fashion industry’s impact on ocean plastic pollution.
  • Quote: “The footprint you have is affecting and actually killing the oceans... Once you get this education, you can’t unhear, you can’t unsee it.” (02:44, 21:20)
• Parley for the Oceans Collaboration: Early initiatives at Adidas using ocean plastics in products.
• Taking the Leap: Left Adidas in 2019 to found Unless Collective—the first “100% plant-based fashion brand.”
  • Overcame the challenge of launching a startup at the start of the COVID-19 pandemic.
  • Quote: “I was young enough, foolish enough and cocky enough to think I can do this. I can solve the problem of plastic waste in fashion.” (22:47)

4. Innovation Challenges in Sustainable Footwear (23:56–25:17)

• Technical Challenges: Needed to solve for components like glues, stretch, foams, and dyes—all commonly petroleum-derived.
• Startup Grit: Liedtke describes the hands-on, all-encompassing nature of building a business from scratch—including supply chain, HR, and retail logistics.
  • Quote: “You think you've got the entrepreneurial spirit, but you don't know what that means until you try it.” (25:22)

5. Acquisition by Under Armour & The Future (26:31–28:32)

• Synergy: Under Armour’s R&D and scale combined with Unless’ sustainable insights to accelerate industry transformation.
  • Quote: “I want to systemically change the fashion industry to move from petroleum based feedstock to plant based.” (26:45)
• Mission: Targeting the wellness community—offering athletic wear that is free of microplastics and designed to biodegrade safely.
• Industry Influence: Belief that success at Under Armour and Unless can create a “fast follower” effect across the fashion and sporting goods industries:
  • “When something gets going, others will come quickly to it.” (27:40)

6. The Role of Influencers and Athletes Today (28:32–30:22)

• Shift from Superstar to Collective Influence: The era of a single transcendent athlete (e.g., Michael Jordan) driving brand dominance has evolved into a fragmented, collective-influencer model.
  • Quote: “For me to drive this initiative, it needs to be mission-aligned. It can’t be transactional because everyone sees right through a transactional thing... Purpose-driven and mission alignment is the most important thing.” (29:36)
• Authenticity & Hyperlocality: Emphasizes the power of hyperlocal, authentic, mission-aligned influencers.

7. Leadership, Culture & Wisdom (31:02–33:25)

• Empowering Teams: Success is about “unleashing the potential of the people around me.”
• Mantras:
  • “Don’t let perfect get in the way better.” (Repeated, 07:53, 32:16)
  • “Don’t ask for permission, ask for my advice.” (Heard from former Adidas CEO, 32:28)

Notable Quotes & Memorable Moments

• Environmental Awakening:
  “The ocean's responsible for every second breath we take. So it’s like, holy shit. It was basically a mind opener... Once you get this education, you can't unhear, you can't unsee it.” — Eric Liedtke (02:44, 21:20)

• Career Courage & Incremental Steps:
  “Don’t let perfect get in the way better. Take one step and then another... Do one thing every day for your future.” — Eric Liedtke (07:53, 32:16)

• Collaboration Over Division:
  “It’s not us versus them internally, it’s us... How do we make 1 and 1 equal 3?” — Eric Liedtke (13:13)

• Enduring Relevance of Sport:
  “There’s nothing that goes out of fashion as fast as fashion. If you’re a sports brand... ground yourself there as a sports brand, and then you can use fashion to as commercial opportunities.” — Eric Liedtke (17:33)

• Authenticity Over Transaction:
  “Purpose-driven and mission alignment is the most important thing. People see it when it’s authentic and they feel it and they can really speak to it.” — Eric Liedtke (29:36)

• Leadership Philosophy:
  “My secret power... is unleashing the potential of the people around me.” — Eric Liedtke (31:19)
  “Don’t ask for permission, ask for my advice.” — (via Herbert Heiner) (32:28)

Timestamps for Key Segments

• Personal Sustainability Epiphany: 02:44, 21:20
• Career Change Insight & Incrementalism: 06:29–08:39
• Cross-Functional Growth & Cultural Leadership at Adidas: 10:38–14:59
• Brand Identity—Performance & Fashion: 15:09–17:53
• Launching a Sustainable Brand: 21:05–25:17
• Startup vs. Corporate Life: 25:17–26:31
• Under Armour Partnership & Future Vision: 26:31–28:32
• Athlete and Creator Endorsement Evolution: 28:32–30:22
• Leadership Lessons & Mantras: 31:02–33:25

Tone

The discussion is candid, mission-driven, and energetic—combining the practical grind of entrepreneurship and innovation, with the broader purpose of environmental stewardship. Both host and guest are optimistic yet grounded, with an emphasis on actionable wisdom and unvarnished truth.

Summary Takeaways

• Sustainability in sports and fashion is both a moral imperative and a growth opportunity.
• Career fulfillment often requires incremental change, relentless persistence, and networking.
• Diversifying skills and experiences creates resilience and leadership potential.
• Authenticity and mission alignment matter more than ever in branding and influence.
• To change an industry, build both a strong business case and a transformative vision—then empower others to help deliver it.

For listeners seeking inspiration on sustainable innovation, purpose-driven business, and creative career paths, this episode offers a treasure trove of real-world wisdom and motivation.