Saturday, September 23, 2017

Original doesn’t try to be original. Everything that is essential, nothing that is not.

adidas Originals takes over POV by Commonwealth for a multi-sensory engagement with the EQT Creator Space.

Just last September, adidas Originals, in partnership with Transit Records and Commonwealth, hosted an afternoon with Filipino creatives in TR LIVE Vol. 2.

Like its first iteration, TR LIVE Vol. 2 served as a platform for artists to share their talents, experiences, and learnings with a small and intimate live audience. 

TR LIVE Vol. 2 was held in the adidas EQT Creator Space in POV by Commonwealth, SM Aura. Students from partner institutions, members of the media, consumers, and creators were present during the multi-sensory engagement series. 

Like adidas Original’s newly released EQT collection, the goal of TR LIVE Vol. 2 was to show the importance of makers in evolving what is deemed essential. 

What is noticeable from the progression of the EQT from the 1991 model to the 2017 model is how their essential nature is rooted in the specific times they were released in. Although both sneakers are explicitly different in terms of materials used and their identified functions, they’re still inherently essential in terms of the technology employed and the needs satisfied. What is essential then isn’t necessarily what is essential now; a premise that holds true not only for adidas and the EQT but of creators and their different crafts as well.

“With all the trends that come and go, we wanted to showcase how the iconic EQT franchise brings integrity back to fashion for a new generation. For FW17, we continue this narrative, and go beyond our usual activations by providing this one of a kind space for our creators. We’ve collaborated with Filipino artists to showcase how they usher in this new spirit of invention and creation through the emerging street cultures of our city,” said Jen Dacasin, Brand Communications and Sports Marketing Manager of adidas Philippines. 

The program follows this discourse, focusing on the processes of makers from different fields to see how they deal with this change, with regard to technology and society, in their respective endeavors. By curating an experience that touches on the different senses, the audience was also given an idea on how the processes of makers affect us directly.

The afternoon session featured filmmaker Samantha Lee, Product Designer Ria Arante, and Branding and Design Studio The Public School Manila, as well as musicians rhxanders, Justin de Guzman, and pillow talk.

About the adidas Group
The adidas Group is a global leader in the sporting goods industry, offering a broad portfolio of footwear, apparel and hardware for sport and lifestyle around the core brands adidas, Reebok, TaylorMade and CCM Hockey. Headquartered in Herzogenaurach, Germany, the Group employs more than 55,000 people across the globe and generated sales of € 17 billion in 2015. In Greater China, the Group employs more than 3,000 people and generated sales of EUR 2.5 billion in 2015. 

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