This week Sneakersnstuff had the pleasure of attending the 2017 launch of the adidas Originals EQT event in Berlin. We are used to checking out these kinds of events but what lied in store for us in the German capital we were not ready for. The team at adidas had pulled out all the stops in terms of hospitality, product engagement and overall history of the EQT. The event was to mark a brand new chapter in the Equipment series.
The event kicked off at the EQT Loft. A huge, empty warehouse in the heart of Berlin. Exposed walls and raw floors complemented the EQT’s ethos of Only The Essentials. No bullshit, nothing unnecessary. Highlights of painted Turbo Red and neon lighting popped up in places to remind us that this is about progression, technology and the new, not the old.
Upon entering the Loft you were instantly thrown into the archive of the adidas EQT. Four walls covered with EQT grails. From OG’s to rare collaborations, SNS consortium releases and a few surprises. Having the opportunity to look back over the years really proved how adidas were ahead of the game when it came to technical sneakers. It’s fair to say that in the late 80’s the street culture customers was not quite ready for the stripped back, technical athletic sneaker.
Upstairs at the Loft was a vast open plan space which housed the presentation and Q+A around the 2017 EQT. On the panel was adidas Spezial guru Gary Aspen, Mr EQT / Berlin’s Overkill bossman Marc Leuschner and Torben Schumacher, the VP of Product at adidas Originals. A concise, to the point and eye opening talk about all things EQT. This was Only The Essentials remember. We sat down with Torben for an interview which will be available to read in full soon.
Throughout the LOFT space were carefully curated installations to engage and educate on the 2017 EQT. A tiny bit of BOOST anyone?
A big shoutout to adidas Originals and the Northern Europe team for looking after us and putting on a truly memorable event. For more on the EQT keep it locked to Sneakersnstuff ahead of the release on 26th January 2017.
Check out the after party recap with Pusha T here.