ADIDAS - EQT

Following the success of 2016, adidas Originals returned to its roots to launch a completely redesigned version of its Equipment line (EQT for short). A sneaker concept that stripped away everything that was unnecessary to provide “Everything that is essential. Nothing that is not.”

Insight
In the information-overload age, where creators are made to believe that they need expensive pieces of equipment to create something meaningful, and hype shoes with ridiculous and unnecessary tech—the truth is, you need only the essentials to make something meaningful.

Idea
Everything that is essential. Nothing that is not. A campaign that would reject all marketing trends, fads, and norms. 

Launching with the most-watched video content on adidas Originals’ social channels to date. Besting even Yeezy’s content—with only the essentials. 

And photographs by Juergen Teller, documenting the rising youth culture in Berlin.

Launching with the most-watched video content on adidas Originals’ social channels to date. Besting even Yeezy’s content—with only the essentials.