The challenge

AI is moving rapidly across fashion and footwear, but businesses are approaching it from very different starting points. Leaders are dealing with uncertainty around where AI could create value, which applications were relevant and how to manage adoption responsibly. The British Footwear Association wanted to give its members a trusted environment to explore these questions through practical industry examples rather than generic technology pitches.

The solution

Future Fashion Assembly and British Footwear Association developed an AI Summit bringing together footwear and fashion businesses, industry peers, experts and technology providers.

The programme explored practical applications across design, supply chain, marketing and retail, alongside governance, security and leadership adoption. Businesses including New Balance, Mallet, Dr. Martens, FitFlop, Fred Perry, Clarks and Mahabis were represented, creating a shared environment for learning, questioning and comparing approaches.

Practical value

The collaboration helped move AI from an abstract technology discussion towards practical application.

Attendee Freddie Butler, Head of Footwear Design at Mallet, said:

“The AI summit was an absolute game changer for me! I was very anti AI but the summit converted me… I have already developed some pretty cool design CADs and renders.”

The feedback demonstrates a tangible change in understanding and behaviour following the programme, with learning translated into immediate experimentation in the attendee’s own work.

The broader takeaway is that industry collaboration can reduce uncertainty around emerging technology by bringing credible examples, peer experience and practical expertise together around a shared challenge. This is the premise of our Innovation Platform and Innovation Assemblies.