The ADIDAS ORIGINALS EQT LAUNCH EVENT in Berlin brought the old to the new, with a unparalleled look at what makes the EQT range truly great. The Drop Date was invited to check out the curated exhibition of shoes and paraphernalia in a special warehouse location in the German capital. The team at adidas pulled out all the stops for this one…
The EQT loft formed the base for our days that we were over in the city. An astonishing exhibition space had been built to showcase an incredible selection of EQT footwear. Formulated by EQT head Mark Leuschner and the Overkill team, a serious selection of original models, reissues and limited editions were on display: it was a rare opportunity to observe some very desirable shoes in the flesh. Upstairs, the space focused on the new generation of Equipment footwear, showing off the models and explaining thought processes behind them. To give some context to the exhibition, a Q&A panel fielded questions about the past and future direction of the line. With brand consultant Gary Aspden, collector Mark Leuschner and adidas Originals Product VP Torben Schumacher, this was a special and unique opportunity to learn about everything EQT from those who really know the brand inside-out.
Following the day’s events, everyone headed out for a special gig that night. As the current face of the EQT brand, cleverly selected to appeal to the new generation, the highly-respected artist Pusha T took the stage, rocking the mic in his new collaborative EQT Support Ultra Boost. Benji B took the music to new levels with a special set that spanned the entire array of urban music, from street level classics through to modern day favourites.
As events go, the ADIDAS ORIGINALS EQT LAUNCH EVENT was a phenomenal success. We learned about the historical aspects of the brand and had an exclusive opportunity to preview the forthcoming EQT product range, which launches on THURSDAY 26 JANUARY. Click the banner below to check the full product selection at ADIDAS ahead of the drop later this week – and check back shortly for our interview with Till Jagla, the Global Senior Director of Footwear Concepts at adidas.
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