WHEN the stars want to grab a slice of the latest sports fashion the first person they turn to is Darwen designer Gary Aspden.

The 32-year-old is the head of non-athletic promotion for sports giants adidas, and his list of clients reads like a celebrity who's who.

Madonna, Jamiroquai and Liam and Noel Gallagher are just some of the many names in his bulging contact book, who seek his advice when it comes to being seen in the latest gear.

And when England-skipper David Beckham wanted to make a dazzling entrance at the opening of Manchester's Commonwealth Games, he turned to Gary, who kitted him out in the sequined white tracksuit which grabbed headlines the next day.

Gary said: "It was David's idea and we just customised it for him. I usually deal with people not associated with sport, but David Beckham transcends that. He is a fashion icon and is a great guy. Very humble."

Gary's importance in the fashion world is not to be underestimated.

Most stars sporting the latest Adidas fashions have done so through Gary.

His relevance has been recognised by men's style-magazine The Face, which has placed him in the top 100 most influential people in the industry worldwide.

He ranks above such names as Sir Paul Smith and Kate Moss, and is just below Georgio Armani in the list.

The magazine describes him as someone with "an encyclopaedic knowledge of trainers" and a contact book to die for.

And Gary said it all started in East Lancashire.

Now living in London but born and bred in Darwen, where parents Allan and Lilian still live on Kelvin Street, the former Blackburn Art College pupil was a dedicated follower of fashion as a youngster.

He said: "I would go to Gibson's Sports or JJB in Blackburn and buy a pair of trainers whenever I could afford them.

"I have always loved adidas and still do."

Although now based in London and in regular contact with the rich and famous, Gary is still a keen advocate of his roots.

He cites Blackburn band The Burn as one of his most valuable clients, and lectures at Preston's University of Central Lancashire, where he studied for a degree in Fashion Promotion, helping students secure a work experience placement in his department.

Gary said: "I have a good relationship with all the stars, but my real friends are all from East Lancashire. They are the people I have known for years and they keep my feet on the ground."