words & interview // Nick DePaula:
Sneakers are of course simply leather, laces, synthetics and rubber. With added storytelling and narratives helping to frame some of our favorite silhouettes and technologies, though, that added layer of context, emotion and nuance has made the footwear industry so much more than just a basic commodity to be worn.
As the company’s VP of Global Brand Communications, Alegra O’Hare is in the unique position to lead messaging and roll-outs for every major adidas Originals campaign that reaches consumers. Whether that be the recent launch of the revamped EQT collection in Miami, or the instant-classic “Original Is Never Finished” commercial series, O’Hare is making her mark on the industry by shaping the voice of one of the world’s most coveted brands.
Check out Alegra’s thoughts on the impact of women throughout the athletic industry, along with her advice for young females looking to also make an imprint, as we celebrate International Women’s Day.
Who are you?
Who are you?I am half Chicagoan, half Venetian. I love culture, my job at adidas and pugs. I hope to one day own a vineyard in Italy since I also have a sommelier diploma. One curiosity – I am related to the O’Hare of Chicago airport – but sadly, no perks!
How would you define your role at adidas?
I lead all the content creation for adidas Originals, uniting culture, creativity and communities, while always challenging the status quo and inspiring creators to create their future.
What are some of your favorite sneakers or projects through the years?
Some of the projects that I am most proud of are the launch of the Alexander Wang collaboration during fashion week in New York City in 2016, and most recently, the 2017 “Original is never finished” brand campaign where we featured the remix of the song “My Way” by Frank Sinatra.
It made me really proud to help create something for such an innovative and forward-thinking brand. Together with such a great team, we will have left our mark in the industry and will always be part of its collective memory.
How would you describe the impact of women in the athletic industry?
Extremely important and influential. It is so vital for the current and future generations to have women that truly embody values that go beyond what lies on the surface and tap in to their aspirations. Giving a voice to female creators and trail blazers who may not have a platform of their own is paramount to generating change and forward momentum in any industry, especially one where women are the minority.
What advice would you give to a young woman who would want to follow in your footsteps?
Be yourself. It’s one of the most important things that I have learned. We worry so much about things that aren’t important, like body weight and what people think of us. The greatest female leaders of the world didn’t let other people’s opinion bother them at all. Authenticity and spontaneity is important and so is having fun. Have fun because life is short!!
