OUTSIDE IN
Factum is a London-based, design-led product practice helping sport and lifestyle brands find new growth, sharpen their product point of view and bring ideas to market.
We bring a fresh outside perspective to the moments that need it most - combining cultural insights, product strategy and hands-on design expertise.
Challenges We Support
We help identify new consumers, categories and product opportunities - creating a clearer view of where future growth could come from.
Finding new growth
We bring brands closer to consumers and uncover the cultural clues shaping what comes next, helping products reach the market on trend, on time.
Staying relevant and on trend
We bring ideas to life with the senior footwear, CMF and development expertise needed to create, refine and deliver high-quality products.
Turning direction into product
Building a stronger design organisation
We strengthen creative culture, leadership and team capability, while improving design processes and optimising product calendars.
How We Help
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Understand what is changing, why it matters and where the opportunity lies. We combine cultural research, consumer insight and trend interpretation to identify actionable directions for product.
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Turn insight into a clear product vision - from portfolio and range architecture to design language, colour, material and finish, seasonal direction and product narratives.
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Bring ideas to market through senior footwear and CMF design, embedded team support, factory collaboration and product development.
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Strengthen the conditions around the work - from interim creative leadership and team mentoring to culture, capability, design processes and product calendars.
Access, not overhead.
Not every product challenge needs permanent headcount.
Factum assembles the right senior specialists around the brief - from focused strategic sprints and embedded support to complete project teams.
You get the expertise the challenge requires, for as long as it is needed.
Led by experience. Built as a network.
Factum is led by Ayesha Atlee, a product and design leader with more than 14 years’ experience shaping global footwear ranges, building creative teams and leading major product initiatives for sport and lifestyle brands.
Each project draws on a trusted network of product strategists, creative directors, footwear and CMF designers, and product developers - selected specifically for the challenge.
Based in London, we combine cultural proximity with experience across global brands, categories and markets.
Experience from the inside.
Our network has held roles inside some of the world’s leading sport, lifestyle and outdoor brands - bringing first-hand understanding of how global product teams think, create and deliver.
Nike
Asics
Clarks
On
Dr Martens
Givenchy
Adidas
Puma
Lacoste
Kenzo