originals: eqt 2017 launch


The sneaker that transformed adidas returns.


In 2017 adidas re-launched an iconic franchise: EQT 

Chronicling the history of one of adidas' most important sneakers would be no mean feat.

The story unfolded through weeks of research. A journey to Germany, the home of adidas' archives. A host of interviews from the brand's past, present, and future.

We took inspiration from the sneakers themselves, and created a tactile, purposeful exhibition that contained everything we had discovered. Then, filmed our exploration through it.

The result is this four-minute timeline — a story which, in many ways, seems to bear repeating.

In the second half of the year, we revisited this approach for the launch of the new EQT Cushion Class of '91.