adidas Originals SS17 by JUERGEN TELLER


Marking a new chapter in the enduring story of the adidas Equipment series, adidas Originals presents the brand new EQT campaign lookbook for Spring/Summer 2017, distilling everything that is essential about EQT, and nothing that is not.

Shot by renowned German photographer Juergen Teller on the streets of Berlin, the lookbook sets the spotlight on the collection’s uncompromising approach to pure sport function; an anti-glamour, no-nonsense approach to footwear and apparel that transforms the classic DNA of EQT into a modern statement of authenticity.

Modelled by a number of faces including Lili Sumner, Valerie Mevegue and Ayaana Aschkar Stevens, the lookbook showcases the EQT Spring/Summer 2017 men’s and women’s collections, including the apparel collection.

Beginning with the past, apparel takes inspiration from the original EQT green colour palette and 90s heritage, blending classic sportswear pieces and bold nostalgic graphics with contemporary cuts and a modern perspective to bring essential adidas heritage into 2016. Accompanying footwear comes from the range’s first drop releasing worldwide today (on January 26th), with classic and contemporary models like the EQT Racing 91, EQT Support 93/17 and EQT Support ADV stepping out in the EQT series’ new signature color, Turbo Red. Set against a neutral backdrop of black and white, the result is a bold new aesthetic that encapsulates the unapologetic style of EQT.

Uniting one of the world’s most fearless photographers with an iconic symbol of adidas heritage, set against the gritty backdrop of Berlin, the result is a lookbook that brings adidas Originals back to its roots, championing raw, unadulterated 3-stripes style. Integrity, and nothing more.



Categories: Feetured

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