How a viral AI image catapulted a Mexican startup to a major adidas contract

Three friends use AI to elevate a Mexican startup, landing a significant deal with adidas and growing their business exponentially.

: Three childhood friends founded Someone Somewhere to help Mexican artisans apply traditional crafts to modern products. Utilizing AI technology, they created viral posts showcasing iconic brands, leading to a major collaboration with adidas on soccer jerseys. Their innovative approach has significantly increased production and expanded partnerships, including deals with Google and Apple. The startup has grown its revenue 36-fold in three years and remains profitable.

Three friends, Antonio Nuño, Fatima Alvarez, and Enrique Rodriguez, founded Someone Somewhere in 2016 to connect Mexican artisans with global companies. They used AI technology, specifically Stable Diffusion’s text to images model, to generate design concepts showcasing iconic products embellished with traditional crafts, which went viral and caught the attention of companies like adidas. Visit the viral post.

One particular AI-generated design of a Mexican National Team soccer jersey led to a major contract with adidas, bringing massive visibility and success to the startup. The initiative resulted in a physical product that was hand-embroidered by Mexican artisans and received extensive media coverage, greatly boosting the company's profile and business partnerships.

The startup has seen exponential growth, producing 10 million products using AI technology and partnering with major companies like Google, Uber, and Apple. Their innovative use of AI not only accelerates the production process but also creates job opportunities. Someone Somewhere is planning more collaborations and expanding its operations, buoyed by profitable performance and increasing investor interest.

AI technologyMexican artisansstartup growth