EVERYTHING THAT IS ESSENTIAL. NOTHING THAT IS NOT.
This season, adidas Originals presents an EQT sneaker release translating the iconic ‘90s line’s distinctive design language into a new high-top basketball context, introducing the EQT BASK ADV silhouette.
At the intersection of creativity and a focus on quality, the EQT BASK ADV shoe reflects on its history on the courts but finds its place today on the streets. A pared-back modern interpretation, the EQT sneaker is a product that is all substance and no-bullsh*t. Exuding the integrity of what it stands for, it can only be described as the sneakerhead’s sneaker.
The campaign picks up from a scene in the newly released film Original is Never Finished | 2018, in which hip-hop artist and self-professed sneakerhead A$AP Ferg uncovers the evolution of the EQT silhouette only to reveal the latest addition to the lineup. The campaign images portray A$AP Ferg against the backdrop of his extensive collection of Originals. Front and center is this newest iteration, now revealed to be the EQT BASK ADV shoe.
“With the 2018 chapter of Original Is Never Finished, we were inspired first and foremost by the theme of complacency, which is by far the very thing that blocks creativity,” says Alegra O’Hare, VP of Global Communication, adidas Originals. “We wanted to give a whole new meaning to the idea of being never finished. We were fascinated by our own repeated behaviors, and once we disrupted the routine it gave us the freedom to explore the unexpected. The idea of doing things over and over again, is reflected in the repition of images throughout the film and this adidas Originals “wheel of life” releases the creativity and energy of a new generation of creators including Florencia Galarza, Adrianne Ho, and A$AP Ferg, who embody the lyrics of the 90’s billboard hit Keep Pushin, a chant to inspire all creators to do the same.”
For the brand who looks to the past to empower the future, a remixed iteration of Inaya Day’s track “Keep Pushin” takes the original version to a new level. The remix was produced by Cape Town based South African DJ, Sibot who collaborated with audio house Human and features vocals by Moonchild Sanelly, proving that creativity is in a constant state of evolution.
https://www.youtube.com/watch?v=VdRN9gWyJd8&feature=youtu.be
The new EQT silhouette features a sculpted look inspired by the inner-boot design of old-school basketball models, the EQT BASK ADV is constructed from a knitted mesh, with structural suede. Molded TPU panels around the heel and forefoot add extra support, whilst classic EQT elements such as integrated 3-stripe mark, 3-stripe midsole details and heel embroidery in essential EQT Green reiterate the shoes’ EQT connections. The result is a sneaker that puts one of adidas’ most celebrated franchises in a whole new frame.
Function becomes form. Sport becomes style. Integrity remains integrity.
The EQT Bask ADV CQ2993 and CQ2995 will be available at a retail price of R1899 from February 1st at adidas Originals stores, Sportscene, Anatomy, Side Step and www.adidas.co.za.
