adidas Originals EQT | Born in the 90’s | Street Casting Call [Watch]

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!

Watch below:

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