Adidas Equipment Series
Time in Waves.
To understand the seemingly sudden and overnight upturn that adidas is going through right now, we have to look back.
Specifically, one needs to go no further than the 1990s. Much like the years leading up to the full introduction of Boost and Yeezy, adidas was crawling its way out of the 80s. This period had seen the Three Stripes barely holding on to a spot of relative recognition as other brands, such as Nike, lept forward. Luckily for them, adidas was about to go through wholesale changes in terms of its design approach.
As the Berlin Wall came down – along with borders between distant cultures – so did the brand’s notion of flashy design. The era of trying to keep up by outshining the competition was firmly finished, an idea eschewed in by a former competitor. Peter Moore had just joined adidas, fresh off his iconic work with the Swoosh, highlighted by the Air Jordan 1. He spearheaded the Three Stripes brand’s mission to strip away all the glitz, pomp and circumstance. Thus, the Equipment series was born.
Carefully crafted to consider the athlete, the Equipment line (EQT for short) was put together as a no-BS collection. In fact, Moore himself had chosen the name Equipment because it was not a “BS word.” The design philosophy had been directed at maintaining everything an athlete needed in a high performance sneaker. More importantly, it was about letting go of the needless, gimmicks that would die away with the 80s. Even the famous Trefoil logo was scrapped, replaced by the modern Adidas logo most of us know. The slogan for this collection, telling as it was, became “Everything that is essential. Nothing that is not.”
Even the color scheme was about no funny business. Combining a palette of Green, Black and White, the aesthetics were as purpose-driven as the actual design.
Now, we move on to the latest version of the EQT series, making its debut in 2017. Just as in the dawn of the 90s, adidas releases this model during a time when there is more noise in the world than substance. From social media alone, the average person is absolutely inundated with all things shiny and glamorous. With minor changes to reflect its time – such as a switch to Turbo Red and a streamlined build – the philosophy is unchanged.
The EQT series returns to remind us that essentialism can be a beautiful thing. So, why hide it all in a shell of rhinestones and marketing?