In Summer 2017 adidas EQT invited 12 extraordinary Originators from Detroit, Atlanta, Chicago and Miami to meet, discuss and share their stories in one location (Detroit). Through The Function platform, we gave these creators a podium to speak their mind, activate their activism, and bring followers on-board.
The objective was to launch the Original EQT FW17 range and bring the adidas Originals brand strategy “Everything that is essential. Nothing that is not.” to life.
The solution was a 360° film experience with the Originators allowing the visitors to observe what was going down at The Function — observing WHO these Originators are, WHAT they do, WHERE they commune and gather, and what they WEAR (adidas clothes and most importantly - EQT shoes).