The Adidas Originals Equipment line is being honoured in a new 4 minute short film released this week. Dubbed 'EQT', the line started in the early 90s and was an antidote to the 'style over substance' fashion trainers popular around the world at the time.
The mission was to strip away anything that was unnecessary, leaving 'Everything that is essential and nothing that is not'. The company turned it's back on the fads of the day to create footwear that was performance driven. The trainers were designed to provide athletes with comfort and durability with the true essence of activewear at the centre of its blueprint; no bells and whistles, just the pure, rugged execution of physical activity. The line was named 'Equipment' as it was purely functional, not apparel 'to have fun with'.
To form a distinct differentiation, a new logo and colour palette were developed: green, white and black. The sneaker design focused on support, protection and asymmetrical construction. This was a bold move for a sportswear company that was in real troubles; In 1992 a record loss almost brought the company near bankruptcy. It's crazy to think of a world without Adidas, luckily we don't have to.
To mark the line's enduring legacy of iconic footwear, a new incarnation is due to hit stores at the end of January. Adidas are doing away with the now iconic green colourway and launching turbo red! It's a facelift for 2017, with the philosophy of 'function over form' still at the heart of its design.
I really love the execution of the documentary. It's a whirlwind visit back to the past from a technological and fashion standpoint. The inclusion of VCRs, a cassette tape player and dial up internet provides a fitting nostalgic nod to the past as we fast forward to our current iPhones, superfast broadband and video streaming services. It is the perfect metaphor to the evolution of Adidas from the 90s to now.
If you'd like to find out more about the new EQT range, head on over to Adidas.