adidas EQT

Branding / Brochure Design

adidas – EQT

Project   Creative, Art Direction DateJuly 2017

EQT. Everything that is essential. Nothing that is not

To celebrate the EQT 20th anniversary of an iconic early 1990’s shoe from adidas Equipment, the EQT Support, adidas is reissuing the shoe with this special pack.

Before there was Originals, there was Equipment – that’s the short version of lifestyle-influenced marketing at adidas. During the 1990’s, adidas Equipment was the division at Three Stripe that was putting out the most forward-thinking athletic designs.

The 1990’s was a classic, if overlooked, era in at adidas – completely overshadowed by the larger-than-life Shelltoe movement. Now that 1990’s heritage, and the Equipment division, is being resurrected. To celebrate the 20th anniversary of an iconic early 1990’s shoe from adidas Equipment, the EQT Support, adidas is reissuing the shoe in a classic colorway.

The EQT 20th anniversary pack is trying to mimic the 90’s confidential document feeling. A plastic seal bag contains a folder with interview of the EQT collectors. A poster of the history and the evolution of EQT. The EQT logo inspiration. The color pantone. Collectable celebrity look book in a card format.

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