【FOCUS IT.]UVU Club, a running brand that continues to communicate the essence of running, spoke with Creative Director Adi Gillespie.

In conjunction with the Tokyo Marathon held on Saturday, March 1, the London, England-based running brand "UVU Club" held a pop-up event in Omotesando, Tokyo. The enthusiasm and popularity seen in Europe, the U.S., and South Korea was still alive and well in Japan, with long lines of people waiting to enter the store. Runners who run on a daily basis, as well as fans of the brand who do not run on a daily basis, came to the venue to enjoy the world view. We interviewed the founder, Adi Gillespie, to learn more about the background of the brand and why it is supported by so many runners and fans.

Photo_Tenkou ma
Text_Aika Kawada

The story behind the birth of the UVU Club.

It has been seven years since UVU Club was established. What was the impetus for launching the brand?

Adi Gillespie: To be honest, there was no such thing as a trigger. It was a natural progression that I started training with some friends who lived nearby in London, and I happened to have an opportunity to make a video piece. I was collaborating with a major sportswear brand, and I was making a video for them. As I did so, I realized that the world of my friends and the world of sports could be fused together in an interesting way. It developed into a brand, as if to say, "Well, let's try to launch some products as well.

The brand name is distinctive, isn't it?

Adi GillespieWe had a really hard time finding the right word for a sportswear brand name. We had to find a “good looking” word that would convey something at a glance, while also having a meaning that would resonate with people. I think this is very important in the world of sportswear.

What is the special meaning of the name?

Adi GillespieUVU“ is a term coined from ”You vs You“ and means ”inner battle with yourself. It is a phrase often used in the context of sports and self-development, as a way to inspire one's inner struggle in competition, sports in general, or even in daily training.

I see runners wearing "UVU Club" clothing at running events in Tokyo. The logo catches the eye, doesn't it?

Adi Gillespie: We were particular about how to express the minimalist aesthetic in the logo. I think the result is good typography. It's evenly balanced and minimalistic, so it looks like a wordmark. This logo also started out as something I wore and sported with my closest friends, and then it gradually spread.

You often use a symbol that reminds us of the sun in your designs.

Adi GillespieThe process of creating a motif is not always conceptual. And the birth process is not always conceptual. We did the same thing, and took a cue from a design on an old cassette tape. We contacted the designer who had created the original, and he told us that our contract to use the logo had already expired, so we could use it. When the brand was first launched, there was a period of testing different logos, materials, and ideas, and we decided that this design would visually express "UVU Club," so we decided to officially use it.

The sun reminds me of the UVU Club's values of continuity, discipline, and training in the morning.

Adi Gillespie: Yes, and there is a rough texture to the design, which looks like the edge of a sword. I think it also has a slightly aggressive impression. There is even a somewhat industrial feel to it because of the serrated blade shape. In short, rather than having a concept in mind at the beginning, we chose this design because of its visual originality and because it matches the spirit of the "UVU Club. I think it has a symbolic presence comparable to the Nike swoosh or the Adidas 3-stripes.

You are currently managing the brand with three co-founders, aren't you?

Adi Gillespie: Yes, Johnny used to take pictures of me as a photographer. Then, I don't remember how it happened, but Cole contacted me to send him some products from the "UVU Club," so I got to know him and we hit it off. Then all three of us moved to London at the same time. Instead of working from home, we set up a studio together, and that's when things really started to take off. Currently, I am the creative director and conceptualize the brand's worldview, Johnny is the operations director in charge of brand strategy, and Cole is the product manager in charge of design and product development.

Unknown relationship between upbringing and creation.

Did your personal history influence your decision to establish the brand?

Adi Gillespie: I grew up playing a variety of sports, starting at the age of five. I started with gymnastics, then soccer and field hockey, then rugby, and then I was on a team. There was also a time when I skateboarded for fun as well as competitive sports. My family was also very keen on physical training, so sports were always at the center of my life. I then joined the army and served for 6 years starting at the age of 17. Looking back, I was a very curious child. I was very interested in movies, music, and art. I think that's why I was able to unconsciously look at these things from a different perspective while being passionate about sports and training. From a more subtle and artistic point of view. That helped me in creating the brand. I wanted to express what I felt when I was exercising and when I was in the military, by fusing art, music, and sports. I think you can get a sense of that when you watch the "UVU Club" video.

Are there any particular people or genres of art or music that have influenced you?

Adi Gillespie: My smartphone music library has all kinds of music, not a specific genre, and I listen to a mix of everything. The same goes for art and movies. I like to mix and match everything, so I don't think I have been strongly influenced by any particular artist, film, or music genre. If I had to say something strong, the artist I admire is the painter Francis Bacon. But I am interested in watching not only masters like him, but also young artists in London.

I see. So, how do you form the artistic side of the "UVU Club"?

Adi Gillespie: We incorporate elements of fashion, art, and everything else that exists outside of the world of sports. We do our research and see how we can combine them. That has contributed greatly to the visual identity of the UVU Club. In fact, the videos we've produced have a mini-theatrical visual aesthetic and storytelling with music that is not typically used for commercial purposes. I guess the question is when and how did your interest in such things develop.... I'm not sure that's clear.

I think that curiosity about cultural things as a child, which you mentioned earlier, may have been your original experience.

Adi Gillespie: Yes, my background is mainly in sports. Because of my upbringing and temperament, I have been able to persevere in many different things. I think the approach I have developed through sports has also been used in my creative work.

Excerpts from the movie "UVU Club

What message do you want to convey through your videos?

Adi GillespieI want to convey the emotions that are inherent in sports in general. Personally, the challenge for the "UVU Club" was how to express this to the fullest extent. The emotions that arise while playing sports are equally present in athletes and non-athletes alike. I think everyone has something that they feel when they go out to practice alone on a rainy day or when they perform in a tough environment. Sharing that was a natural approach for me.

So many people share that attitude.

Adi GillespieI think the world of sportswear brands is too sophisticated. In advertising, I even feel that in some ways it "looks fake. The quality of the items is great, but I sometimes wonder if it is accompanied by genuine emotion. With "UVU Club," we want to honestly express the discipline, the routine repetition, and the passion that wells up in that. We want to do it in a subtle, artistic way. The world is full of wacky campaign ads, but we believe we can tell a story to a diverse audience in a completely different way.

What is important to you when developing products?

Adi GillespieI can't tell you much about it: flexibility and light weight. I can't disclose too much information, but we are testing new products and newly developed materials at our factory. Eventually, we would like to be able to develop original materials. We are a new generation, and we want to continue to strive to meet expectations.

What is the most important thing to keep doing something?

Adi Gillespie: Inspiration and motivation are essential. It is to be able to challenge oneself, to know one's own limitations at this point in time, and to realize the process of growth.

The future as a new generation running brand.

There are many running brands in the market today. Where do you think UVU Club's stoicism is its strength, and where do you think it fits in the market?

Adi Gillespie: That's a difficult question (laughs). Honestly, I don't know. Maybe it's because I don't pay much attention to what other brands are doing. When I am aware of them, I feel like I react to them without even realizing it. UVU Club is still in the process of being developed as a brand, and the image I have in my mind is constantly evolving. Step by step, both in terms of visuals and products, I am moving closer and closer toward the perfect form I want.

I heard that your popularity spread quickly throughout Asia after your breakthrough in Korea. Was there some kind of marketing strategy?

Adi GillespieWe were not targeting Korea. We held our first pop-up store last March, but we had no idea how many people would come. I think the reason why we are getting a good response in Korea is because training and running are popular, especially in Seoul, and people have a deep understanding of our brand. On the other hand, running has become more than just a sport; it has become an expression of one's own identity around the world. Running is a way for people to reflect on who they are. Others want to connect with others through community. The UVU Club is a young community, so I think the strong visuals and hype of the brand model resonate with a wide range of people, especially people of the same generation.

What kind of challenges do you want to take on as a brand in the future?

Adi GillespieWe are preparing to open a physical store in Seoul right now. We hope to be able to open stores in other major cities as well. We also plan to continue to focus on product development and develop limited edition videos and limited edition products. What is very important on top of that is that the brand not become too commercialized. Our goal is to develop items at a level that will be used by top athletes. Running is a sport with a diverse group of athletes and fans, so we want to lead the scene in all aspects.

Finally, what were your impressions of your visit to Tokyo?

Adi GillespieI love the city: the food, the architecture, the interesting blend of nature and urban atmosphere. I really love this city. I have a hard time with jet lag, though (laughs). I think Japan has many creators who compare the past with the present and follow the future with creativity. I would like to take this opportunity to research Japanese brands and designers as well. I plan to stay in Japan for a few weeks this time and take the time to explore the regions as well. This is something I have been planning for a long time, so I want to enjoy it to the fullest.