Adidas EQT Launch Party Berlin
Admittingly I do not own a whole bunch of sneakers and wouldn’t necessarily call myself a sneakerhead, but I nonetheless appreciate great sneaker design and am fascinated by the ever growing hype around sneaker and sportswear turned street wear in general. Therefore I was more than excited to attend the Adidas EQT Launch Party during Berlin Fashion Week, not just because the open bar.
Adidas relaunched the iconic EQT sneaker and celebrated its comeback with 1200 guest and Pusha T as a live performer. The atmosphere and set up of the party was amazing and my clear highlight was the “original is never finished’ image film. The very artsy and visionary film combined elements of music, skate, sport, style and art and featured a multi-generational cast including Snoop Dogg, Dev Hynes, Stormzy, Mabel, Kaareem Abdul-Jabbar and many more. Creative director Johannes Leonardo did a hell of a job and the film was more than impressive to watch. Adidas keeps reinventing their past to create a new generation of design while staying true to their original brand identity and the film captures that philosophy perfectly.
Take a look at the image film below: