The Adidas EQT series is already having a huge year in 2017 and this month we see further evolution of EQT, a 90’s footwear franchise that relaunched in January 2017. Fusing archival references with innovative materials and technology, EQT is a symbol of only that which is essential and represents the best of Adidas Originals.

As part of the January launch Adidas started a story that drew parallels between young born free originals in Johannesburg and the birth of EQT in 90’s Berlin. The focus was placed on 8 individuals being recognized for creating culture.

In March Adidas break the rhetoric of exclusivity dominating the cultural scene today and move the focus from the individual to the people. Adidas is inviting South African’s born in the 90’s to attend an inclusive casting utilizing a mobile street studio with the goal of creating a photo essay of portraits that document the 90’s generation.

The portraits will be incorporated into a series of short format brand films, released to key media as campaign imagery, featured in the AREA3 window and screened in selected adidas Originals stores. Join Adidas to be a part of this project, plus stand the chance to win an adidas voucher to the value of R3000.

Adidas would love you to come down to one of the locations and check out the casting, perhaps even get a portrait shot yourself if you were born in the 90’s, and explore the next EQT product at the display inside our mobile studio.


Friday 24 March Shelflife, Keys Art Mile 1pm – 6pm ft. DJ, food and bar, & in store product display
Saturday 25 March AREA3, Braamfontein 10am – 3pm ft. premium window display and in store EQT takeover
Saturday 25 March adidas Originals store, Sandton 10am – 3pm ft. in-store photo experience
Sunday 26 March Thesis, Soweto 12am – 5pm ft. DJ, food and non-alcoholic refreshments

Kurhula David Ngobeni

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Kurhula David Ngobeni

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