Towards the beginning of the year, adidas Originals began the journey towards telling the stories of today’s contemporary culture makers, all born in the 90’s. This March they break the rhetoric of exclusivity dominating the cultural scene today and move the focus from the individual to the people. Follow the journey below.
Born in the 90’s | An Open Invitation
In January we started a story that drew the parallel between young born free originals in Johannesburg and the birth of EQT in 90’s Berlin. The focus was placed on individuals being recognised for creating culture and who form part of a unique generation of creators. In March we break the rhetoric of exclusivity dominating the cultural scene today and move the focus from the individual to the people.
An open invitation went out to South African’s born in the 90’s for an inclusive casting call utilising a mobile street studio at locations across Johannesburg. The result is a photo essay of portraits that document a generation.
Capturing the images was 24-year-old photographer and digital artist Aart Verrips, who’s worked with the likes of Vogue Italia and who’s acclaimed Gazelle collage received Global recognition on adidas Originals social platforms in 2016.
The street level casting kicked off at Shelflife on Friday 24 March before heading to AREA3 in Braamfontein on Saturday 25 March and finally wrapping at Thesis in Soweto on Sunday 26 March. adidas Originals in Sandton hosted a version of the activation in-store with a pop up studio experience on Saturday 25 March.
The portraits are used in a series of short format brand films, released as key campaign imagery and used in a unique and impactful 90’s inspired AREA3 window display. Selected portraits will also be screened in designated adidas Originals stores.
The Bold Evolution of the 3-Stripes Equipment Series
In March we see further evolution of EQT, a 90’s design icon rebirthed in January. Fusing archival references with innovative materials and technology, EQT is a symbol of only that which is essential and represents the best of adidas Originals. Pushing newness in product, the March drop continues the bold evolution of the 3-stripes Equipment series.
The EQT Support 93/17 returns in a new colour configuration and returns to the shoe’s original material makeup of signature woven upper rendered in a white pixelated noise motif, countered with premium leather panels and the EQT series’ signature webbed 3-stripes lacing system. The EQT Support Ultra retains the original model’s mesh/nubuck construction in a predominantly white treatment, balanced with white panel overlays and a contrast TPU support panel in EQT’s new signature Turbo Red.
The EQT Racing 91/16 for women combines the progressive design of the original model with technical updates including a knitted mesh construction with nubuck overlays, a welded nubuck toe panel, full BOOST tooling and an accented Turbo Red heel panel on the outsole. The EQT Support Ultra is released with a full stretch Primeknit upper and structured by a soft mold heel panel and the signature Equipment 3-stripes webbed tape-lacing system. With essential elements like the EQT Support’s 3-stripes midsole detail, the shoe’s vivid two-tone black and white palette is then offset by a flash of Turbo Red on the heel, creating a clean, contemporary release with a taste of what’s to come in the latest chapter of EQT.