I was happy to help out on some stuff for Will Robson-Scott’s The Best of adidas tribute to the adidas Equipment range. The end result is an 18-minute documentary (you can see part one here) that features a few folk I respect that you don’t see on video too often — Peter Moore (who, between the adidas performance logo, Air Force, Jumpman and McEnroe logos defined the look of sportswear from the 1980s to the 1990s, even if he’d concede that he’s not much of shoe designer) is a hero of mine for his branding and marketing skills, and seeing behind the scenes at mita in Tokyo is pretty cool too. It all goes out next week to coincide with the reissue of the fan favourite EQT Guidance (the 1993 version, not the 1991 edition.) I’m super impressed with Will’s work. I genuinely hate a lot of modes of marketing footwear these days. I understand that attention spans are precious and that long-form copy isn’t the solutions, but a lot of comms folk would do well to understand why their brand is excellent, rather than some corny crap in the name of engagement or because a budget needs to be blown. You don’t need to be regressive to stay true to your strengths. I like this video because it feels adidas to me — it isn’t the same fucking faces pretending they ever cared about the shoe in question and I think there should be a documentation of the EQT project’s essence, because most bloggers and advertorial magazine dudes aren’t going to tell it. Speaking of pure adidas attitude, this Oi Polloi piece where Nigel breaks down his favourite adidas trainers is excellent — Hans Bitzer’s Viennas are probably the best bit.
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