The beauty of Adidas Eqt Support Adv Primeknit Black/white, according to Torben Schumacher, vice president of product for Adidas Originals, is that it’s unmistakably Adidas. “It’s built on its DNA, but looks completely new,” he says. Its boldly inclusive collections featured a basic line of shoes and apparel for every major category, including fencing and weightlifting.
Yet for 2017, adidas Originals is turning the spotlight back on the storied Adidas Eqt Support Ultra Boost
. For the launch of the new “Equipment” era, the Herzogenaurach brand has prepared an ambitious exhibition that documents the rich history of the iconic silhouette and its ceaseless evolution. Named the EQT Loft, the spacious venue is located in Berlin’s Mitte district, a fitting environment for a sneaker that first released immediately after the fall of the Berlin wall. The three-floor exposition showcases how the EQT’s progressive performance output became a symbol of change and new beginnings, ultimately sparking the arrival of adidas Originals.
We go back to look at the archive. We go back and it’s a huge inspiration for us. But we also don’t want this to be an imitation of ourselves. We can imagine how it can look today. It is very much an inspiration. But we also take a step back to see what matters today and what’s important. Not only what has been made in the past, but why it was made. If you close your eyes, you realize that clear branding strives in a prominent way. You have the shape of what has always been important and is still important today. Then you have color. At the time green was not the most on-trend color, but it was consciously picked to stand out. If we go back to those thoughts and implement them today in terms of shape and color, yet again, we want to find a color that makes us stand out and to help us tell the story in a bold way. It’s a bold color so we’re not shy about this relaunch, but we also want to make sure that this is a new chapter. Hopefully, in ten years’ time, people will say that this is the second phase of Adidas Eqt Basketball - White / Black / Sub Green and that it’s similarly iconic.
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