Mexican startup Someone Somewhere, founded by lifelong friends Antonio Nuño, Fatima Alvarez, and Enrique Rodriguez, has leveraged AI technology to scale operations and secure major contracts, including a groundbreaking partnership with Adidas.
The company, which collaborates with artisans to create handcrafted products, went viral with an AI-generated concept for a Mexican National Team soccer jersey.
This pivotal moment not only brought widespread attention but also catalyzed new partnerships with prominent global brands.
Key Points:
Someone Somewhere partners with rural artisans in Mexico to create sustainable, handcrafted products, empowering them economically.
The startup used AI to create visual concepts of products, leading to a viral LinkedIn post that caught Adidas’s attention.
The AI-driven approach transformed the company’s output, allowing it to create 5,000 product concepts monthly, up from 10.
The startup also secured a deal with Apple after a Nimble CEO encountered their product on a flight.
Revenue for Someone Somewhere has grown 36 times in the past three years, positioning them as a rapidly scaling, sustainable enterprise.
Key Quotes:
“We can imagine what would happen if Mexico’s next jersey was made in collaboration with Someone Somewhere… It would inspire dozens of other countries to replicate it,” Nuño said about their viral AI-generated jersey concept.
“This has helped us accelerate, and it’s an amazing way of showing that AI can take away jobs but also create them, if used creatively,” Nuño explained regarding AI’s impact on their business model.
“Through these jerseys, both Adidas and Someone Somewhere seek to honor the work of Mexican artisans and continue embracing the cultural heritage of the country,” Pablo Cavallaro of Adidas highlighted the collaboration’s significance.
The success of Someone Somewhere exemplifies the dual nature of AI in modern business: while it can disrupt traditional jobs, it also offers innovative paths for job creation and scaling.
Their model showcases how technology, when integrated thoughtfully, can highlight craftsmanship, drive social impact, and unlock partnerships with major global companies.
The case of Someone Somewhere could inspire further integration of AI in creative industries, potentially leading to a new era of product design that respects and revitalizes local crafts and economies.
