At the end of the 80’s the world was moving on. Out with the glitz and the glam of an era and in with the do it yourself and f*ck everything else attitude of the 90’s. It was the start of the Internet age and connectivity between people and cultures exploded like never before.
In 1991 adidas turned to its history, stripping away anything that was unnecessary to provide everything that is essential and nothing that is not. An idea of building design solely to meet the athletes needs. Performance, protection, comfort, truth and transparency would drive the marketing, not fashion or fads.
The 2000’s saw a culture shift and the end of our constant need for more. Empowered by its heritage, adidas Originals felt the world was ready for another reminder to get back to the essentials. Turbo red was born, infused with neon, designed to stand out in any crowd. The legacy of quality was carried into the now with premium materials, purposeful construction and the adidas trefoil – marking EQT as one of the iconic Originals.
In 90’s Berlin EQT was being developed, giving us a glimpse of the future. In Johannesburg the first wave of born free South African’s were being born. Some of the country’s most exciting emerging creative talent forms part of this generation – a community of creators that are looking to their past to re-imagine their future. adidas call them the Born Free Originals. Recognised for creating culture and not for the amount of followers they have
Shot by filmmaker and photographer Imraan Christian, who gained international recognition in 2015/16 for his powerful photography documenting the #FeesMustFall student profile movement, the EQT ‘Our Future is Now’ visual content series is set in Johannesburg and features a collection of the city’s new wave of Born Free Originals. Together we uncover everything that is essential in their lives, nothing that is not.