Introduction
The story of Someone Somewhere is a testament to the power of AI and innovation. Founded by Antonio Nuño, Fatima Alvarez, and Enrique Rodriguez, this Mexican startup connects rural artisans with global supply chains, promoting sustainable and ethical products. Their journey from a small startup to a major Adidas contract demonstrates the transformative potential of technology in the fashion industry.
The Origins of Someone Somewhere
Nuño, Alvarez, and Rodriguez, childhood friends turned business partners, were inspired by their volunteer work with indigenous communities. In 2016, they founded Someone Somewhere, a Mexican startup focused on partnering with rural artisans to create high-quality, trendy clothing and accessories. This mexican startup to a major adidas story began with a commitment to sustainability and ethical practices, eventually leading them to global recognition.
Early Successes and Challenges
Early on, the Mexican startup secured contracts with brands like Ben & Frank and Rappi. However, scaling the business and attracting global clients posed challenges. Despite these hurdles, their dedication to empowering artisans kept them moving forward, laying the groundwork for their major Adidas contract.
The Role of AI in Business Expansion
In 2023, the Mexican startup integrated AI, specifically Stable Diffusion’s text-to-image model, into their business strategy. By using AI to create design concepts, they gained the attention of global brands. This innovative approach helped Someone Somewhere expand its reach and ultimately secure the major Adidas contract.
The Viral Adidas Jersey Post
A pivotal moment for the Mexican startup came when they created an Adidas-branded Mexican National Team jersey concept using AI. The design went viral on LinkedIn, receiving over 1 million views. The viral success of this post was a key factor in securing the major Adidas contract, as it attracted the attention of Adidas executives and the global media.
Securing the Adidas Contract
Adidas reached out to the Mexican startup within a day of the viral post. After successful negotiations, Someone Somewhere secured a major Adidas contract to produce hand-embroidered jerseys for Adidas’ adiClub members and Mexican soccer players. This collaboration showcased the power of combining tradition with technology, and the collection launched in June 2023.
Impact of the Adidas Collaboration
The Mexican startup’s collaboration with Adidas brought global recognition to Mexican artisans. The viral post reached over 50 million people, and media coverage extended across 100 outlets. The major Adidas contract was not just a win for the Mexican startup, but also a significant moment for artisan communities across Mexico.
AI’s Broader Impact on Business Growth
AI has become a growth engine for the Mexican startup. With AI, Someone Somewhere increased product designs from 10 to 5,000 per month. Over the past year, they created more than 10 million products, securing additional collaborations with companies like Google, Uber, Stripe, and Amazon. The major Adidas contract was just the beginning of their AI-powered business expansion.
Other Significant Partnerships and Opportunities
Beyond the major Adidas contract, the Mexican startup formed a partnership with Nimble, placing their products in Apple stores globally. This collaboration, which started with the viral post, led to the creation of PowerKnit Travel Kits, now sold in 30 countries. The success of the mexican startup to a major adidas journey opened doors to numerous other opportunities.
Financial Overview and Future Plans
Since raising $1.7 million from investors, Someone Somewhere achieved profitability in 2022. Building on the momentum of the major Adidas contract, the Mexican startup is now planning a new funding round to capitalize on trends like nearshoring and sustainable procurement. Their future plans include continued growth through AI, sustainability, and global partnerships.
Conclusion
The journey of this Mexican startup to a major Adidas contract highlights the power of AI and innovation in scaling ethical businesses. Someone Somewhere is a success story that demonstrates how technology can bridge the gap between tradition and modernity, bringing rural artisans into the global spotlight. As they continue to grow, the Mexican startup remains committed to sustainability and empowering artisans, ensuring their place in the future of global fashion.
