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Eric Liedtke

EVP of Brand Strategy, Under Armour · 1 appearance on the record.

computed by AI from the episodes · how this works → · full disclaimer →

executivefounderoperatorLinkedIn ↗unlesscollective.com ↗

During a 26-year career at Adidas, Liedtke served on the executive board as head of Global Brands, championing sustainability efforts and cultural collaborations. In 2021, he launched UNLESS Collective, a zero-plastic fashion startup later acquired by Under Armour, where he became Executive Vice President of Brand Strategy.

12statements → 10claims → 9claims resolved → 56%fully supported → 3.5/5average certainty → 1.92/5average debate potential →

5 supported 2 partly supported 2 contradicted 1 not checkable as stated how the 10 claims stand · each chip opens the sources

1 prediction · 9 assertions · 1 insight · 1 disclosure · every statement was checked. The prediction and assertions are the 10 claims: statements the public record can support or contradict. 9 are resolved, and 1 names no date, number or outcome precise enough to check. Everything else (opinions, insights, what ifs, disclosures) can never be settled by the record, so it carries no assessment.

The record, in short

What the tape says about how Eric argues and how the claims held up. Everything they said, and everything said about them, is in the tabs below.

Their most notable supported claim

Assertion Supported
Liedtke: Humans ingest roughly a credit card worth of microplastics weekly
“You could argue that microplastics you're eating based upon your diet, you're eating about a credit card worth of microplastics a week.”
Eric Liedtke May 16, 2022 ▶ 8:19 HIBT Lab! UNLESS Collective: Eric Liedtke

Their most notable contradicted claim

Assertion Contradicted
Liedtke: Every piece of plastic ever created still exists on Earth
“What I like to term is, plastic is a forever material, which means there's not a piece of plastic that's ever been created that's not still with us today in some shape or form.”
Eric Liedtke May 16, 2022 ▶ 5:34 HIBT Lab! UNLESS Collective: Eric Liedtke

Expressed certainty vs assessment result

none yet certainty 1
50% certainty 2
83% certainty 3
60% certainty 4
none yet certainty 5

weighted support: a fully supported claim counts one, a partly supported claim counts half. Each filled bar is clickable and opens exactly those claims; "none yet" means nothing said at that certainty level has resolved yet

How they sound: not measured why? →

We measure speaking style by listening to the audio itself, and a fair number needs at least 2,000 words from one person on tape we have measured. There is too little of Eric Liedtke on measured tape to publish a rate. This says nothing about how they speak.

Everything Eric Liedtke said on How I Built This that made the record, most notable first. Filter by type, assessment or year in the ledger →

Assertion Supported
Liedtke: Humans ingest roughly a credit card worth of microplastics weekly
“You could argue that microplastics you're eating based upon your diet, you're eating about a credit card worth of microplastics a week.”
Eric Liedtke May 16, 2022 ▶ 8:19 HIBT Lab! UNLESS Collective: Eric Liedtke
Assertion Supported
Liedtke: FTC rules allow '100% cotton' clothing to contain hidden plastic components
“A hundred percent Cotton shirt that's labeled a hundred percent cotton doesn't have to be a hundred percent cotton because the guidelines were not set from a sustainability standpoint. They were set from a federal trade commission's standpoint, and it was all …”
Eric Liedtke May 16, 2022 ▶ 19:57 HIBT Lab! UNLESS Collective: Eric Liedtke
Assertion Supported
Liedtke: Studies show babies have twice the microplastics of adults
“What they're finding is double the amounts in our babies because when they check their feces, they're finding double amount of microplastic penetration in their children, in their babies, than they are in adults”
Eric Liedtke May 16, 2022 ▶ 9:09 HIBT Lab! UNLESS Collective: Eric Liedtke
Assertion Contradicted
Liedtke: Every piece of plastic ever created still exists on Earth
“What I like to term is, plastic is a forever material, which means there's not a piece of plastic that's ever been created that's not still with us today in some shape or form.”
Eric Liedtke May 16, 2022 ▶ 5:34 HIBT Lab! UNLESS Collective: Eric Liedtke
Prediction Partly held up
Liedtke: Adidas may eliminate virgin polyester ahead of 2024 target
“From what I hear and what I read from what Adidas is still doing is they're honoring that, that target, and they may even exceed that and hit, hit it in an earlier timeframe.”
Eric Liedtke May 16, 2022 ▶ 10:36 HIBT Lab! UNLESS Collective: Eric Liedtke
Assertion Supported
Liedtke: 40% of exported discarded clothing goes straight to waste
“So, 40% is, is estimated to be unusable. So, it goes immediately into Landfills, which I'm sure are leaching into the oceans and are being burned. So it goes right into the air, right into the ground, right into the water. The other 60%, I guess, is being sol…”
Eric Liedtke May 16, 2022 ▶ 12:52 HIBT Lab! UNLESS Collective: Eric Liedtke
Assertion Not checkable as stated
Liedtke: Nearly 100% of clothing brand labels are polyester
“Every company that puts labels on theirs, on their product, but almost a hundred percent of them are petroleum based or polyester.”
Eric Liedtke May 16, 2022 ▶ 21:03 HIBT Lab! UNLESS Collective: Eric Liedtke
Disclosure
Liedtke: US apparel manufacturing requires milling domestic cotton in Korea
“Cotton is the cotton we're sourcing for our cut and sew is grown in North Carolina. It is then unfortunately having to ship to Korea to be milled because there's no more mills in America. And then it's brought back to America where we can do the cut and sew an…”
Eric Liedtke May 16, 2022 ▶ 23:30 HIBT Lab! UNLESS Collective: Eric Liedtke
Insight
Liedtke: Sustainable fashion cannot scale if consumers must compromise on aesthetics
“Because I think ultimately the consumer doesn't want to compromise their tastes for their values. And I think that's where we need to get to in fashion is you need to have that quality of design and that quality of desirability in your product that is second t…”
Eric Liedtke May 16, 2022 ▶ 26:21 HIBT Lab! UNLESS Collective: Eric Liedtke
Assertion Partly supported
Liedtke: 60% to 70% of modern fashion is made from polyester
“In the fashion space you've got, you know, arguably 60 to 70% depending on what brand and what Performance features you're looking for are made out of polyester, which is a form of plastic”
Eric Liedtke May 16, 2022 ▶ 6:03 HIBT Lab! UNLESS Collective: Eric Liedtke
Assertion Contradicted
Liedtke: 60% to 70% of Adidas products were polyester-based
“When I was at Adi, we were right in that frame of 60 to 70% of our product being polyester based.”
Eric Liedtke May 16, 2022 ▶ 10:19 HIBT Lab! UNLESS Collective: Eric Liedtke
Assertion Supported
Liedtke: Adidas shares traded around $50 at its brand turnaround low
“The brand had fallen to, you know its lowest level in years. It was down, its share price was trading in the 50 dollar range.”
Eric Liedtke May 16, 2022 ▶ 2:57 HIBT Lab! UNLESS Collective: Eric Liedtke

Appearances (1)

EpisodeDateSpeaking time
HIBT Lab! UNLESS Collective: Eric Liedtke May 16, 2022 17m
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