Neely & Daughters featured on The Disruptor Awards

Chief Creative Officer Margo Neely’s work recognized by Harvard Business School’s originator of Disruptive Innovation Theory

If you don’t want to take our word for the fact that our “Disruptor in Chief” Margo Neely is producing “viral wonder” levels of creative future shock, then just listen to Clayton Christensen. He literally wrote the book on Disruptive Innovation. And now his Disruptor Foundation is giving a hat tip to Neely & Daughters on The Disruptor Awards Blog.

Margo Neely, Chief Creative Officer at Neely & Daughters and creator of the Neely Air custom concept sneaker, sought to independently pay homage to the legendary Roland TR-808 drum machine and the pioneers of Hip Hop —with a 21st century twist. An influencer and innovator pioneering the crossover and amalgamation of creative and branding in the fashion, music, tech, and lifestyle spaces, Neely’s drum machine concept shoes represent the future of both wearables and effective marketing.

Reaching a global online readership of 6.4 billion people and over 10.9 million coverage views and climbing, The Neely Air Mi Adidas TR-808 custom concept* has the entire world stepping to the beat. The work (originally published in 2012) was independently “discovered” online in 2017 —  and rabid fans and journalists fanned the flames of a worldwide fire in both mainstream and social media. The still-growing viral phenomenon has garnered full-page stories, video tributes, and fandom in nearly 350 major print and digital publications on every continent across the globe. (Check out a small sample of press, organized by region, after the jump.) The innovative beat making shoes captured the imagination of the press and fans alike, disturbing the peace with an additional estimated engagement of 54 million across all social media channels.

About the Tribeca Disruptive Innovation Awards:

The Tribeca Disruptive Innovation Awards (or TDIA), founded by Clayton Christensen, Craig Hatkoff, and Rabbi Irwin Kula serves as a living laboratory for advances in disruptive innovation theory and brings together the world’s most fascinating disruptors, whose stories will inspire anyone with an interest in the process of innovation. In 1997, Harvard Business School’s Professor Clayton M. Christensen published his groundbreaking book The Innovator’s Dilemma where he introduced his theory of Disruptive Innovation. Now entering its ninth year, the Tribeca Disruptive Innovation Awards, helmed by co-founder Craig Hatkoff, in collaboration with Professor Christensen, celebrates disruptive innovation across the full spectrum of traditional and non-traditional domains ranging from technology, biomed, politics, education, healthcare, spirituality, religion, economics, sports, fashion and philanthropy. The foundation’s marquee event, the annual Disruptor Awards, is presented in collaboration with the Tribeca Film Festival and the Harvard Business School’s Professor Clayton Christensen, originator of disruptive innovation theory. The awards focus on breakthroughs occurring at the intersection of technology and culture where frequent clashes and resistance to change impede social progress and solutions for some of the world’s most vexing problems.

global audience metrics

Online Readership
Coverage Views
Est. Social Media

north america

latin america


united kingdom • australia • africa

middle east and asia

* The Neely Air mi adidas | Roland TR-808 custom concept was not solicited by and is not endorsed by Roland Corporation or adidas. It is purely an artistic concept.


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