Exclusive Event

Marketing Evenings LDN: How R.A.D Replaces Luxury and Glamour with Intrigue and Attitude

Tim Smith, Creative Director at R.A.D, led an event that pushed back against blanding and sameness, unpacking how the brand rejected diluted identity by embracing nuance, edge, and cultural tension.

BrainStation London
Event Recap
Nov 20, 2025

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Tim Smith

Creative Director

Tim Smith

Creative Director

Before he even got into the tactics, Tim didn’t mince words about where RAD stands today: “We are the fastest growing performance footwear company in the world.”

And for the rest of the talk, he unpacked exactly how they got there, from a brand-first origin story to a fanbase so devoted some have RAD tattoos.

Tim Smith

Creative Director

Tim is a Creative Director with a back catalogue covering monumental brands like Apple and Beats by Dre, as well as a host of disruptive game-changers like R.A.D®. He hasn’t restricted his outlook to branding - he crosses apparel, graphic and product design. Tim has spent his early career embedded in the luxury industry, but he isn’t an advocate for it. Feeling trapped by its staid, sometimes ostentatious aesthetic, Tim felt he was more aligned to creating brands that are fixated on shaping the future rather than walking backwards into it. He established Fluoro, his own creative agency, in 2016 and also became the Creative Director of R.A.D® in 2021.

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