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Adidas Equipment Series

Time in Waves.

To understand the seemingly sudden and overnight upturn that adidas is going through right now, we have to look back.

Specifically, one needs to go no further than the 1990s. Much like the years leading up to the full introduction of Boost and Yeezy, adidas was crawling its way out of the 80s. This period had seen the Three Stripes barely holding on to a spot of relative recognition as other brands, such as Nike, lept forward. Luckily for them, adidas was about to go through wholesale changes in terms of its design approach.

As the Berlin Wall came down – along with borders between distant cultures – so did the brand’s notion of flashy design. The era of trying to keep up by outshining the competition was firmly finished, an idea eschewed in by a former competitor. Peter Moore had just joined adidas, fresh off his iconic work with the Swoosh, highlighted by the Air Jordan 1. He spearheaded the Three Stripes brand’s mission to strip away all the glitz, pomp and circumstance. Thus, the Equipment series was born.

Carefully crafted to consider the athlete, the Equipment line (EQT for short) was put together as a no-BS collection. In fact, Moore himself had chosen the name Equipment because it was not a “BS word.” The design philosophy had been directed at maintaining everything an athlete needed in a high performance sneaker. More importantly, it was about letting go of the needless, gimmicks that would die away with the 80s. Even the famous Trefoil logo was scrapped, replaced by the modern Adidas logo most of us know. The slogan for this collection, telling as it was, became “Everything that is essential. Nothing that is not.”

Even the color scheme was about no funny business. Combining a palette of Green, Black and White, the aesthetics were as purpose-driven as the actual design.

Now, we move on to the latest version of the EQT series, making its debut in 2017. Just as in the dawn of the 90s, adidas releases this model during a time when there is more noise in the world than substance. From social media alone, the average person is absolutely inundated with all things shiny and glamorous. With minor changes to reflect its time – such as a switch to Turbo Red and a streamlined build – the philosophy is unchanged.

The EQT series returns to remind us that essentialism can be a beautiful thing. So, why hide it all in a shell of rhinestones and marketing?

 

Adidas EQT Support RF

Adidas was in a bad place in the early ’90s, much like it was a few years ago before it put Boost in its soles and made sneakers for Kanye West. The company nearly went bankrupt. It also decided to change the way it designed its shoes, thanks to Peter Moore, the designer behind the Air Jordan 1, who joined Adidas and started the brand’s Equipment range. As he explained the line, it was “everything that’s essential. Nothing that’s not.”

It’s now 2017 and Adidas is going back to 1991 and the start of the EQT line to create its next, soon-to-be hyped shoe. And it’s a powerful source for the brand to draw from: Not only was it the time that it ditched the Trefoil logo for the modern logo associated with Adidas, the EQT was also a sneaker that had cultural value during the fall of the Berlin Wall.

The EQTs came in a simple colorway of green, white, and black, and now Adidas is using this history and flipping it on its head. The 2017 EQT doesn’t launch in the traditional color palette associated with the shoe, instead it’s the polar opposite. Adidas looked to the opposite end of the color spectrum and replaced the green with Turbo Red. But one small, important detail changed, too. Adidas brought the Trefoil back to the EQT. It’s a rethinking of the sneaker that’s next up in Adidas Orginals’ line of unearthed classics, and it’s a step in a new direction.

We get the Adidas the Eqt Support RF and go to the beach for the photoshooting. It was the perfect background!