adidas Detail The Next Chapter In The EQT Story With New Documentary
Just like J. J. Abrams with The Force Awakens, adidas’ new documentary retells an origin story to explain the future. In Only the Essentials, the brand expounds on the EQT’s original design philosophy, which called for ‘everything that is essential’ and nothing that’s not, and how the end product was informed by cultural upheavals like the fall of the Berlin wall. The DIY and ‘f*** everything else attitude’ of the early 90s, combined with what felt like the dawn of a new era, drove adidas to create a sneaker that went against flashy norms of past decades.
Peter Moore, the creative director of the original EQT, explains that even the name ‘Equipment’ was chosen to denote a utilitarian purpose. Says Moore: ‘The word ‘Equipment’ is sort of a no bullshit word. I mean, you don’t have a piece of equipment to have fun with – you have a piece of equipment to do something with.’
While we don’t 100 percent agree with Moore, (we have plenty of fun in our EQTs) the short film goes on to make excellent points – including how the new EQT ADV is perfectly positioned for a current sneaker climate. Hit play and take a crash course on EQT history.