adidas Originals EQT – Berlin Launch Event Recap
Celebrating ahead of next weeks launch of the latest EQT range by adidas Originals, we headed over to the spiritual home of Equipment to learn more about the new renditions, and find out why the original 90’s line-up had such an impact on Germany the first time around.
A bespoke space created inside a beautiful classic piece of Berlin architecture, the EQT loft played host to proceedings for the couple of days that we were over in the city. At street level, a serious exhibition space had been built to house a curated selection of shoes that have helped build equity behind the EQT brand over the past 20+ years, mostly concentrated around the running side of things. Pulled together by hardcore EQT head Mark Leuschner and the team over at Overkill, we were fortunate enough to be able to take a close look at a very deep selection of OG’s, reissue’s, limited collections and hard to get collaborations. Many pairs on display have eluded collectors for years so it was a good opportunity to see some shoe’s you may never see in person again!
In the upstairs portion of the building, sights were concentrated on the new generation of Equipment releases and the thought processes behind them. The next few releases to come from the brand were on display for attendee’s and retailers to preview before anyone else, and various displays showed deconstruction versions of each shoe to demonstrate what goes into each piece. To give a bit of background behind the collection from a few different viewpoints, a Q&A panel hosted by Highsnobiety and consisting of brand consultant Gary Aspden, collector Mark Leuschner and adidas Originals Product VP Torben Schumacher fielded questions about both the past and future direction of the line and how it’s evolved over the decades (the whole session will be available on our Youtube channel next week).
After the in depth discussion, we separated into groups and went our different ways to discover varying areas of the city with a selection of local photographers.
Later that evening we headed out for a special gig with a few surprise appearances. Rumours were doing the rounds throughout the day, and the pair of EQT Boost situated in the window display of the exhibition space probably should have served as a bit of a hint as to who would be performing. As the current face of the EQT brand for the new generation, New York city born Pusha T took the stage in Germany’s capital, running through a myriad of tracks and features throughout his career, all while donning a pair of his recent signature EQT Boost. Deviation’s Benji B followed up with an awesome set that crossed genre’s from experimental electronic to grime classics and modern day underground anthems.