Press release
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january 30, 2017 - Adidas
adidas Originals – EQT SS17 Lookbook by Juergen Teller
Marking a new chapter in the enduring story of the #adidas Equipment series, #adidas Originals presents the brand new #eqt campaign lookbook for Spring/Summer 2017, distilling everything that is essential about #eqt, and nothing that is not.
Shot by renowned German photographer Juergen Teller on the streets of Berlin, the lookbook sets the spotlight on the collection’s uncompromising approach to pure #sport function; an anti-glamour, no-nonsense approach to footwear and apparel that transforms the classic DNA of #eqt into a modern statement of authenticity.
Modelled by a number of faces including Lili Sumner, Valerie Mevegue and Ayaana Aschkar Stevens, the lookbook showcases the #eqt Spring/Summer 2017 men’s and women’s collections, including the apparel collection.
Beginning with the past, apparel takes inspiration from the original #eqt green color palette and 90s heritage, blending classic sportswear pieces and bold nostalgic graphics with contemporary cuts and a modern perspective to bring essential #adidas heritage into 2016. Accompanying footwear comes from the range’s first drop releasing worldwide today (on January 26th), with classic and contemporary models like the #eqt Racing 91, #eqt Support 93/17 and #eqt Support ADV stepping out in the #eqt series’ new signature color, Turbo Red. Set against a neutral backdrop of black and white, the result is a bold new aesthetic that encapsulates the unapologetic style of #eqt.
Uniting one of the world’s most fearless photographers with an iconic symbol of #adidas heritage, set against the gritty backdrop of Berlin, the result is a lookbook that brings #adidas Originals back to its roots, championing raw, unadulterated 3-stripes style. Integrity, and nothing more.
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