Alasdhair Willis

Alasdhair Willis is a British creative executive who currently serves as the Chief Creative Officer of Adidas. Throughout his career, Willis has been a influential figure in the intersection of fashion, media, and branding, notably as the co-founder of the global lifestyle magazine Wallpaper*. His extensive experience in brand strategy includes a successful tenure as the Creative Director of Hunter, where he was credited with modernising the heritage footwear label.

At Adidas, Willis oversees the creative direction of one of the world’s largest sportswear brands, managing its diverse portfolio of collaborations and product lines. He is recognized for his ability to translate heritage brand values into contemporary, high-level creative strategies that resonate with a global audience.

The strategic approach is centred on the synthesis of 'functional performance' and a high-fashion aesthetic, ensuring that technical sportswear remains culturally relevant. This ethos explores the intersection of sport, culture, and design, often through the lens of high-profile collaborations with pioneering designers. Prioritising brand storytelling, the work focuses on maintaining a consistent visual language across global product lines, from elite performance gear to lifestyle merchandise.

Innovation is driven by a commitment to modernising heritage codes through technical refinement and contemporary material use. By facilitating a dialogue between disparate creative fields, the work ensures that the brand remains at the forefront of the athletic-lifestyle market. This philosophy values aesthetic clarity and functional honesty, resulting in a cohesive creative direction that balances the brand’s historic sporting legacy with a forward-looking, design-led perspective.