adidas Originals EQT project

EQT wants to tell to the new generations an imaginary that they hadn’t the chance to experience, despite being their sons and daughters and unconsciously interpret every day. The city is Milan, and the protagonists  four Italian creators. It is the story of a return to the past headed straight to the future, through a silhouette which represents the perfect symbiosis between tradition and innovation, classic and contemporary.

The result is a visual journey through innovative contents created by nss factory, that refer to a nostalgic atmosphere full of desire to go further: reinterpret without losing its own identity. EQT defines in the contemporary aesthetic a 90s cult, which represented the status symbol of a young generation who was constantly looking to the future.

Today history repeats itself. It is the clean, linear and essential EQT world that talents want to describe,  according to their own style. The rapper Ghali, model Lucette Van Beek, the designer Domenico Formichetti and the producer Marvely Perseverance lead us to discover the most iconic sneaker, whose soul is essential and futuristic, original without trying to be such, and that, for this reason, always have been.

Click here to discover our project!