This weekend we’re about to further witness the evolution of EQT, which is a 90’s footwear franchise that relaunched in January 2017. 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. Now as part of the January launch adidas started a story that drew parallels between young born free originals in Johannesburg and the birth of EQT in 90’s Berlin. The focus was placed on 8 individuals being recognized for creating culture, and not their social media following.
In March adidas are breaking the rhetoric of exclusivity dominating the cultural scene today and move the focus from the individual to the people. adidas is sending out an open invitation to South African’s born in the 90’s to attend an inclusive casting utilizing a mobile street studio in Rosebank, Braamfontein and Soweto. The aim is to create a photo essay of portraits that document a 90’s generation.
Friday 24 March Shelflife, Keys Art Mile 1pm – 6pm ft. DJ, food and bar, & in store product display
Saturday 25 March AREA3, Braamfontein 10am – 3pm ft. premium window display and in store EQT takeover
Saturday 25 March adidas Originals store, Sandton 10am – 3pm ft. in-store photo experience
Sunday 26 March Thesis, Soweto 12am – 5pm ft. DJ, food and non-alcoholic refreshments
These portraits will be incorporated into a series of short format brand films, released to key media as campaign imagery, featured in the AREA3 window and screened in selected adidas Originals stores.
Plus those attending the castings could stand the chance to win an adidas voucher to the value of R3000!