EVENT: adidas Originals EQT Launch
2017 is already set to be the year of the EQT. schuh had the pleasure of attending the launch of the highly anticipated adidas Originals EQT event in Berlin.
Did you know that EQT is turning 26 this year? The Equipment line was designed in the 90s using only the essentials – to create a solid performance sneaker that illustrates a new beginning for adidas. Today the Equipment series is more important than ever.
The EQT Loft in the heart of Berlin was the hub of the 3-day event. This raw warehouse space spread over two floors presented an exhibition that observed the history and future of EQT. This exhibition would be any sneakerhead’s dream! A huge collection of influential EQT products were curated within a unique display that highlights the profile’s strong connection to Berlin Culture. This performance sneaker was first launched after the fall of the Berlin Wall: it became a symbol of change.
adidas Originals premiered their short film ‘Only the Essentials‘ to demonstrate the process and thinking behind the evolution of the EQT.
When the EQT was released in 1991, it was available in a strong colourway of green, white and black. For 2017, adidas have flipped the colour palette to the polar opposite by replacing the green with red, AKA Turbo Red. Small essences of this sharp and vibrant colour could be seen throughout this event. Another important change to the EQT is the return of the Trefoil. This performance style now rightly joins a line of adidas Originals.
One thing is for sure, adidas pulled out all the stops. Each guest was taken through various workshops, an Insta-tour of Berlin and a Q&A session. And of course, there couldn’t be an exclusive launch without an impressive EQT Party! The American rapper Pusha T rounded off the event by performing to over 1000 guests at a warehouse space in Neukölln, Berlin.
Big up adidas for an amazing couple of days!
Luckily for you, schuh will be providing you with a decent selection of colourways throughout 2017. The first collection of EQT drops on 26th January.
2017, watch this space.
Everything that is essential, nothing that is not.