Ex-Adidas Exec Eric Liedtke on Adidas' Rise, Yeezy, and His Departure | The Complex Sneakers Podcast

Ойын-сауық

The Complex Sneakers Podcast is co-hosted by Joe La Puma, Brendan Dunne, and Matt Welty. This week, they are joined by Eric Liedtke, Adidas’ former brand president who’s since moved on to found Unless Collective, a plant-based streetwear brand. Liedtke relives his decades with Adidas, from the 1990s all the way up to the brand’s dominant period in the 2010s. He discusses Yeezy, Adidas’ attempt to sign Drake, the NMD mania, and even that infamous meeting with Ye in 2022. Also, the cohosts break down Nike suing Bape and the Tiffany Air Force 1.
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EPISODE CHAPTERS / TIMESTAMPS:
0:00 - 9:12: Intro, Welty Enters A Sneaker Raffle, Drake’s NOCTA x Nike Scuba Slides
9:13 - 21:19: Corteiz Air Max 95, Tiffany & Co. x Nike Air Force 1 Low
21:20 - 29:31: Nike Suing Bape, Dunne Explains the Lawsuit
29:32 - 44:32: Eric Liedtke Joins, What’s on Feet?, Eric’s Early Career
44:33 - 59:36: Adidas’ Endorsements, Eric’s Adidas Journey, Restrategizing the Brand
59:36 - 1:11:05: Kanye Joining Adidas, Why Eric Resigned, Drake x Adidas
1:11:06 - 1:26:09: Eric’s Brand “UNLESS”, Manufacturing Plant Based Streetwear, Kanye’s Infamous Adidas Meeting
SOLE COLLECTOR APP SKU'S:
Tom Sachs x NikeCraft General Purpose Shoe "Field Brown: da6672 201
Diamond Supply Co. x Nike SB Dunk Low "Tiffany": 304292 402
A Bathing Ape x UNDFTD x Adidas ZX 5000: Q34751
Adidas NMD R1: s79168 15
Adidas Ultra Boost 1.0 "OG": b27171
Kith x Adidas UltraBoost Mid "Aspen": by2592
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COMPLEX is a community of creators and curators, armed with the Internet, committed to surfacing and sharing the voices and conversations that define our new America. Our videos exemplify convergence culture, exploring topics that include music, sneakers, style, sports, and pop culture through original shows and Complex News segments. Featuring your favorite celebrities, authoritative commentary, and a unique voice, our videos make culture pop.

Пікірлер: 173

  • @heskicks
    @heskicks Жыл бұрын

    Legendary podcast dudes. Adidas boost is still life, i want to see lightstrike pro flourish now

  • @Orich123
    @Orich123 Жыл бұрын

    Big shout out to the trio for giving us such a quality content every friday

  • @BookerT69
    @BookerT69 Жыл бұрын

    The BOX SHOULD NEVER BE THE BEST PART OF A SHOE

  • @bobrossatron
    @bobrossatron Жыл бұрын

    Excellent guest this week! His personality and knowledge was great. It's also refreshing to see someone so passionate about a sneaker/attire company that is completely free of harsh chemicals.

  • @hiruys
    @hiruys Жыл бұрын

    Excellent episode, and it's great to see that there are genuine, good people like Eric Liedtke in the sneaker industry. I will be definitely checking out Unless Collective's products.

  • @tommysu3245
    @tommysu3245 Жыл бұрын

    This show is goated. Y’all make every Friday morning lit haha

  • @brendandunnecomplex

    @brendandunnecomplex

    Жыл бұрын

    Thank you for watching, Tommy.

  • @12w0

    @12w0

    Жыл бұрын

    Mrrrrp goated!

  • @diegoeffio
    @diegoeffio Жыл бұрын

    Love the way Brendan asks the last couple of questions. A sensible subject, but he nailed it

  • @davezinni
    @davezinni Жыл бұрын

    Fantastic episode, one of my favorites. Loved the conversation with Eric.

  • @AyyRios
    @AyyRios Жыл бұрын

    its always a joy to see the podcast pop up on my new feed. thank you guys

  • @lucaslanier5866
    @lucaslanier5866 Жыл бұрын

    Big respect to Eric for maintaining his pursuit of a more sustainable fashion industry.

  • @lewisbrown6199
    @lewisbrown6199 Жыл бұрын

    I would enjoy a 2hr Dunne special report on sneaker lawsuits

  • @jedijooj
    @jedijooj Жыл бұрын

    I started reselling NMD and Yeezy during the craze at university . I want to thank you for the money I made I’ve been able to go on so many holidays and travel the world because of it !!

  • @bilgeratbozza1090
    @bilgeratbozza1090 Жыл бұрын

    That 'Unless Collective' brand that Eric was promoting actually sounds pretty cool

  • @nickz5986
    @nickz5986 Жыл бұрын

    Man there is so much sneaker history to be learned through these podcasts its actually nuts

  • @ballgameshoes8583

    @ballgameshoes8583

    Жыл бұрын

    Weak history

  • @x9Stei
    @x9Stei Жыл бұрын

    Great Episode!! Loved the candid insight from Eric and understanding more about what goes on behind the curtain. Great to hear about his thoughts on the future too!

  • @JT-wv2yt
    @JT-wv2yt Жыл бұрын

    Crazy that Ye wouldn’t let adidas talk to virgil …selfish move . Probably coulda kept their momentum going

  • @Sneakahead555
    @Sneakahead555 Жыл бұрын

    Couldn’t wait to come home and watch this after having a not so great Friday but you guys of course made it better ! Kick game proper !!! Knew this was going to be gooooood ! Very cool dude ! Such an amazing conversation. Really enjoyed the football topic because I grew up playing and wore adidas boots on the field. Great job guys !

  • @brunodominic3218
    @brunodominic3218 Жыл бұрын

    I'm a simple man... I see a NMD in the thumbnail- I like the video

  • @younglloyd101
    @younglloyd101 Жыл бұрын

    Amazing stuff gentlemen, keep up the good work!!!

  • @CIP3RM
    @CIP3RM Жыл бұрын

    Best episode yet. A lot of insight into the sneaker business.

  • @donovanvelez7469
    @donovanvelez7469 Жыл бұрын

    Just another absolutely amazing episode 💯

  • @sevendaysin8374
    @sevendaysin8374 Жыл бұрын

    Hm, definitely noticing the 24fps on the vid...Y'all testing this out or is this the way going forward?

  • @AHenryAdventure
    @AHenryAdventure Жыл бұрын

    i agree a lot of people don’t care about the history, ebay dunks for example. no, it’s not the best design ever but the history is what makes it incredible which individuals just don’t take the time to learn about it.

  • @newpickupsstore
    @newpickupsstore Жыл бұрын

    Really really good interview 💯💯. I love how he stays in his lane and leave things he’s not knowledgeable about to people that’s more informed. Seems like he would’ve been a great CEO at 3 stripes.

  • @kyleelliott512
    @kyleelliott512 Жыл бұрын

    This guy was really interesting to listen to and well spoken, he needs his own podcast.

  • @nwat3348
    @nwat3348 Жыл бұрын

    17:10 Welty cracks me up... "get outta here with the old head gate keeping nonsense".... then craps on people for picking the AF1 Tiffany over the dunk. "They dont get it, they dont know the back story"..... some people might just like the way the shoe looks. I grab a lot of shoes bc of the colorway. I got the AM bacons recently bc of the fire materials and I love the red/pink/brown. I could care less about the 2004 DQM backstory. STOP GATEKEEPING WELTY!!!!! Haha.... but really love the podcast guys, keep up the good work.

  • @nickmcdonald1540
    @nickmcdonald1540 Жыл бұрын

    Legend! E is a phenomenal leader and innovator. Love his new passion and vision on sustainability

  • @671oneblood
    @671oneblood Жыл бұрын

    😂🤣😭 Welty getting shut down by the guest over the fit of Adidas recently, was HILARIOUS. Dude schools him on it and he almost stays completely silent for the rest of the show 🤣😂😭

  • @coldpressdesign3293

    @coldpressdesign3293

    Жыл бұрын

    Homie rides Welty every time he pipes up after too

  • @theicemankk
    @theicemankk Жыл бұрын

    Fantastic episodes guys….

  • @nhlanhlazwane9465
    @nhlanhlazwane9465 Жыл бұрын

    From the soundtrack to the hosts and some influential figures as the guests! s/o from South Africa

  • @kikodiberlino
    @kikodiberlino Жыл бұрын

    Eric = Inspiring personality

  • @MrTeeBonilla
    @MrTeeBonilla Жыл бұрын

    Mannn I seen the thumbnail and thought that was Tony hawk 🤣

  • @samleejessop
    @samleejessop Жыл бұрын

    Funny that he used the example of NMD R1 and S1, cause I had to size .5 down in the S1’s cause they were too big in the toe

  • @kyleelliott512
    @kyleelliott512 Жыл бұрын

    Brendan really tried to break through him with his jokes and I don't think he ever made it through.

  • @vincenttyler4667
    @vincenttyler4667 Жыл бұрын

    How do you guys feel about the sample Tiffany AF1 🤔

  • @rabarberellum1017
    @rabarberellum1017 Жыл бұрын

    Adidas/Yeezy making the jump was the best thing that could happen for all sneaker lovers, wether more Nike/Jordan oriented or else. Hope there will be a similar wave in the future.

  • @Shopgirlchicago

    @Shopgirlchicago

    Жыл бұрын

    Cap

  • @franalations
    @franalations Жыл бұрын

    Great episode yall

  • @williamluong2771
    @williamluong2771 Жыл бұрын

    Yo joe, that hat would look so G with the upcoming air penny 1 tiger stripes ! 🔥

  • @klizzyykicks1712
    @klizzyykicks1712 Жыл бұрын

    This was a great interview

  • @alanaraujo3896
    @alanaraujo3896 Жыл бұрын

    What shirt is Brendan Dunne wearing? Thank you in advance.

  • @juanmenchaca6470
    @juanmenchaca6470 Жыл бұрын

    Amazing ep

  • @terryhamilton2.0
    @terryhamilton2.0 Жыл бұрын

    Great episode gentleman

  • @WhoIsKirk
    @WhoIsKirk Жыл бұрын

    We need the triggered meter for Welty on this show too.

  • @JZ_3
    @JZ_3 Жыл бұрын

    In 10-15 yrs JLP is gonna look like Big Pus from Sopranos you heard it here 1st

  • @BookerT69

    @BookerT69

    Жыл бұрын

    😂

  • @mokgethwamachaka8385
    @mokgethwamachaka8385 Жыл бұрын

    Great episode.

  • @andytorres3962
    @andytorres3962 Жыл бұрын

    I think it should have been an actual silver swoosh on the black suede with Tiffany blue accents

  • @justinedevlin
    @justinedevlin Жыл бұрын

    Great episode. As someone who got into sneakers during Eric's reign, this was an awesome episode to listen to. Lots of insight about stuff I've been curious about for years. Also, it sounds like Ye was the reason why Adidas reached atmospheric heights but he was also the reason they petered out. Pusha T didn't help lol. Would have loved to see Adidon, maybe it would have looked better than the boring stuff that is Nocta.

  • @teknique8292
    @teknique8292 Жыл бұрын

    I seriously love this guy!!! “And cleaned out Yay’s entourage”. It’s funny but, maybe you should’ve done it first.

  • @bern717

    @bern717

    Жыл бұрын

    Did you not listen to the conversation? They tried talking to Virgil, Trav, etc. but Kanye demanded that he was the guy and they talk to him only.

  • @oli.y

    @oli.y

    Жыл бұрын

    @@bern717 to be fair, I think Ye is better than both of them but it's just hard to work with him.

  • @bern717

    @bern717

    Жыл бұрын

    @@oli.y oh, no argument there. Ye - despite what he’s become - is a legend in music, sneakers, culture. But I was replying to the guy who said the Adi president should have recruited Ye’s entourage when Ye was shutting down any talks between them

  • @kevincollins8620
    @kevincollins8620 Жыл бұрын

    17:30 I agree with Welty here.

  • @Devananta-Rafiq
    @Devananta-Rafiq Жыл бұрын

    Eric was sharp. Goated CEO. Miss him so much. Adidas is a mess rn, so does Nike btw.

  • @magnussmith9733
    @magnussmith9733 Жыл бұрын

    19:40 I dont think it is because people dont know about the history behind the dunks, its probably just because people have at chance at buying the AF1 that they vote for that as the pair they would want

  • @DaNewWaveLee
    @DaNewWaveLee Жыл бұрын

    Tiffany could’ve done a silver shoe but I think the black is cool and I understand why.

  • @drewchisholm7198
    @drewchisholm7198 Жыл бұрын

    cortez 95 reminds me of the evolution pack 95. anyway

  • @zackgoering1662
    @zackgoering1662 Жыл бұрын

    I never understood the allure of bape. I remember it getting popular back in highschool. I get it’s been around forever but right from the start it was just a knockoff Air Force. And still today it’s just knock off air forces priced to 300 dollars.

  • @maybachjb9378
    @maybachjb9378 Жыл бұрын

    Bro they really are mad cool tho and be on point with the shoe updates

  • @FFBL2020
    @FFBL2020 Жыл бұрын

    Tiffany AF1 should have had laser engraving.

  • @lukarumsey4892
    @lukarumsey4892 Жыл бұрын

    Cmon I love to see Welty messing with the Corteiz 95s

  • @WrongWayJ
    @WrongWayJ Жыл бұрын

    1:19:57 Whata do you whaa, I dont owe anybody any money 🤨🤨🤨 That reaction was hilarious lol

  • @youngwasabi9135
    @youngwasabi9135 Жыл бұрын

    I asked Ismaila when the corals were dropping.

  • @icysolez23
    @icysolez23 Жыл бұрын

    Lets go!! 90min! 🤛

  • @parkergalloway4533
    @parkergalloway4533 Жыл бұрын

    Keep gatekeeping Welty for the real ones

  • @ant_the_rant
    @ant_the_rant Жыл бұрын

    This dungeons & dragons elf sorcerer was very knowledgeable.

  • @geoffbehrend678
    @geoffbehrend678 Жыл бұрын

    Shohei Ohtani Signs with New Balance! Complex, is this a first for NB?

  • @dwaynebaskets7662
    @dwaynebaskets7662 Жыл бұрын

    Brendan wearing a flannel without a shirt underneath is wild b.

  • @217supermoto
    @217supermoto Жыл бұрын

    I’m not gonna lie now that I know next weeks pod was recorded before this one I will not be listening to that ep lol

  • @BookerT69

    @BookerT69

    Жыл бұрын

    Who’s on next weeks?

  • @cavemanvi
    @cavemanvi Жыл бұрын

    He looks like Tony hawk with the old man Snapchat filter

  • @bryanrockwell1003
    @bryanrockwell1003 Жыл бұрын

    No giveaways anymore?

  • @BWen3
    @BWen3 Жыл бұрын

    Weltys aside about gatekeeping is exactly what a gatekeeper would say. 😂😂

  • @jedijooj
    @jedijooj Жыл бұрын

    54:35 NMD and Yeezy talk

  • @DaNewWaveLee
    @DaNewWaveLee Жыл бұрын

    It’s been bear in 21 Mercer for a while now

  • @Flatbedcruz
    @Flatbedcruz Жыл бұрын

    I thought that was tony hawk on the thumbnail

  • @modogg-kingofthestreets9843
    @modogg-kingofthestreets9843 Жыл бұрын

    Gate Keeping is necessary. Go in Welty.

  • @besronsitumorang.9284
    @besronsitumorang.9284 Жыл бұрын

    Good news

  • @ballgameshoes8583
    @ballgameshoes8583 Жыл бұрын

    Is Kevin Plank next?

  • @tippylosojos
    @tippylosojos Жыл бұрын

    Adidas sizing is all over the place and has been for awhile. German companies are massively successful in the US haha

  • @ErrydayYe
    @ErrydayYe Жыл бұрын

    Nice zebra hat 🧢

  • @BookerT69

    @BookerT69

    Жыл бұрын

    NOT 👨🏻‍🦱

  • @Resist_Oppression
    @Resist_Oppression Жыл бұрын

    Let's be honest, Welty sounds like the "gatekeeper" he keeps raging about. He's taking random accounts and random convos on Twitter seriously, then getting bent cuz they Twitter people say "the top shoe?" Have a Snickers, Welty. Btw, Fridays are dope cuz of this Cast.

  • @DaNewWaveLee

    @DaNewWaveLee

    Жыл бұрын

    Yeah unfortunately there was no value to having him

  • @SevenHunnid

    @SevenHunnid

    Жыл бұрын

    I do food reviews on my KZread channel , tryna get out the hood before im 30

  • @p1trickcdn

    @p1trickcdn

    Жыл бұрын

    And after gatekeeping, he'll say "nobody can take a joke anymore these days"

  • @traxaber

    @traxaber

    Жыл бұрын

    100%, that was an awkward part of the podcast. Joe and Brendan awkwardly didn’t address it because the reality was he totally was gatekeeping lol

  • @traxaber

    @traxaber

    Жыл бұрын

    Nvm still watching and when Welty calls out adidas on their sizing right in front of an ex-exec, that was even worse 😂

  • @slickwitdakicks5758
    @slickwitdakicks5758 Жыл бұрын

    Tiesto Is Still EDM King 👑

  • @filipzaitsov4730
    @filipzaitsov4730 Жыл бұрын

    Dunne, WHAT ARE THOSE!?!?

  • @paulherrera3387
    @paulherrera3387 Жыл бұрын

    They needa drop a nigo nike

  • @radera5125
    @radera5125 Жыл бұрын

    Tony Hawk is a great shoe salesman as well!

  • @DezG09
    @DezG09 Жыл бұрын

    Welty hated to hear that Nike stole Yé entourage 😂

  • @illumineddiie
    @illumineddiie Жыл бұрын

    Adidas sizing is all over the place, this dude getting defensive and saying he’s a 12 in all of them and all adidas fit the same, nah bro, I have Adidas ranging from size 10-11 to fit my TTS 10.5

  • @wtfRyantater
    @wtfRyantater Жыл бұрын

    WOW Albrecht spezial 🔥🔥🔥

  • @KuKuMcKuFace
    @KuKuMcKuFace Жыл бұрын

    Is Welty sipping on Lean? haha

  • @3d1k3
    @3d1k3 Жыл бұрын

    I don't think the Tiffany AF1 is that impressive. And I think they should have involved Diamond Supply in the collaboration. That's a major MAJOR miss. However, I am almost certain they will look better in hand. Kind of reminds me of the A Ma Maniere Hand Wash Cold in how people always like them better on foot or in hand.

  • @dagwoodchat6350
    @dagwoodchat6350 Жыл бұрын

    $400 nubuck airforce1??

  • @DaNewWaveLee

    @DaNewWaveLee

    Жыл бұрын

    It’s for the items included

  • @shakool2kool
    @shakool2kool Жыл бұрын

    big guest

  • @shadetree10000
    @shadetree10000 Жыл бұрын

    Whe is FSR new season start 🤷🏽‍♂️

  • @tyleranderson7857
    @tyleranderson7857 Жыл бұрын

    Love the podcast. This was a great one. But lawd will Brendon ever wear actual heat? Like does he own actual heat. Everything he wears on here is either mid or looks like he worse them everyday for 6 years. 🗑️

  • @rogueslingshot1457
    @rogueslingshot1457 Жыл бұрын

    I see a young ba ba booey!

  • @omarmac1
    @omarmac1 Жыл бұрын

    Joe rocking the supreme hat 🧢 And the Nike 95. ❤

  • @camgreer1201

    @camgreer1201

    Жыл бұрын

    What shirt/jacket is Brendan wearing? Would love to get one

  • @mrnatera
    @mrnatera Жыл бұрын

    Feats of Strength, Festivus for the Rest of Us hahahahahhah

  • @OTHIAM05
    @OTHIAM05 Жыл бұрын

    I love how Brandon just helped him not sound like the gatekeeper he claims not to be

  • @keeganmartin7575
    @keeganmartin7575 Жыл бұрын

    I said it seasons ago on full size run.. Welty ruins the vibe on any unscripted (and probably scripted) shows/videos/podcasts.

  • @omarmac1
    @omarmac1 Жыл бұрын

    1:29:00 adidas don’t like Americans to tell them what to do……ye I wan Eric as CEO Or else ….broke the hole thing 🕳 Now half of the company is out . 😢

  • @frankchan5547
    @frankchan5547 Жыл бұрын

    Adidas has the muscle to outdo Nike but apart from the extinct Ye relationship, has missed the mark too many times. Why do they do so well in football but refuse to innovate or market sneakers in same way. Nike might put function over style, but Adidas can't seem to be cool, even when Nike fades for a few years and leaves an opening, Adidas finds a way to mess up the opportunity. How can NB and Asics go from minor players to major contenders while Adidas sits still and goes backwards. I loved the 70s running shoes but Adidas didn't push these enough. Retro is big for youth and older demographics. If I was on the boards, I'd fire marketing team and do a refresh

  • @djjlc
    @djjlc Жыл бұрын

    It’s not Tiffany blue, there’s no such thing it’s turquoise 😂

  • @iMoreno
    @iMoreno Жыл бұрын

    First. Pin me Joe 😂💯

  • @triniboy05

    @triniboy05

    Жыл бұрын

    Ayoooo 👀

  • @mircos0ftword315

    @mircos0ftword315

    Жыл бұрын

    Pause

  • @nicholasdefranzo6962
    @nicholasdefranzo69629 ай бұрын

    Did Welty really say people don’t call people who wrote history gate keepers? Where you been for all the monuments being destroyed etc? Tell me you’re far removed from society without telling me you’re far removed from society

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