Adidas Originals

News & interviews

• POV: What worked last time is the enemy of what works next

  It's Nice That · Feb 11, 2026

  In this POV essay, Cat How critiques the creative industry’s growing reliance on evidence-based, data-driven processes that stifle experimentation and originality. She argues that as agencies and brands mature, they often prioritise safety and optimisation over risk and play, leading to cultural fatigue. Using examples like BBH, Mother, Pepsi, and Adidas Originals, How highlights how some organisations maintain creative vitality by embracing experimentation and reinterpreting heritage rather than preserving it.

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  Cat How
• “There’s no right or wrong way of designing, just the way that’s right for you.” Introducing 21–87

  The Brand Identity · Aug 15, 2023 · Interview

  The Brand Identity interviews designer Matt Busher, founder of London-based studio 21–87, about his journey from working at leading studios to launching his own practice in 2020. Busher discusses his research-driven, material-focused approach, early influences, and collaborations with clients such as Soho Home and fashion label Song for the Mute. The conversation explores his design philosophy, studio process, and the challenges of running an independent practice.

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