FOOTDISTRICT, new member of the adidas Consortium family

FOOTDISTRICT, the Spanish sneaker and streetwear retailer, one of the most powerful in Europe, has become the latest addition to the select adidas club. A recognition within the reach of very few that the Spanish company celebrated in style at the Mies Van Der Rohe Pavilion in Barcelona with the presentation of an exclusive video, also recorded in this emblematic building.

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Everything that is essential. Nothing that is not. That’s the premise that Rob Strasser and Peter Moore conceived the adidas EQT line of trainers and apparel in the early 90s. Functionality, attention to detail and a return to the spirit of the brand that, at the time, seemed to be fading.

Coinciding with the 30th anniversary of the launch of the adidas EQT, and to celebrate its inclusion as a new member of the prestigious adidas Consortium family, Spanish sneaker and streetwear retailer FOOTDISTRICT – one of the most powerful in Europe – wanted to pay tribute to the 3-Stripes brand in a very special way.

Thus, on Thursday 4 November, the Mies Van Der Rohe Pavilion in Barcelona hosted an exceptional dinner attended by figures such as Hanna Helsø, Kish Kash and Ilaria Grande, as well as different personalities from the world of fashion and style. An event in which, among other things, a spectacular video produced by FOOTDISTRICT could be seen in which, through contemporary dance, the simplicity and importance of form over the superfluous or ornamental was highlighted. A piece also recorded in this pillar of modern architecture, whose structure and planning – simple in form, powerful in materials – as well as being a source of inspiration, connects perfectly with the spirit of adidas EQT.

This is why the choice of the Mies Van Der Rohe Pavilion as the venue for the event is no coincidence. Thus, the thinking of its last director, the architect Mies van der Rohe, and the essence of two of his seminal works – The German Pavilion and the Barcelona chair (in collaboration with Lilly Reich) – are perfectly extrapolable to the EQT range; emphasis on materials to reflect the real nature of the product, minimalism, constant development, simplicity and effectiveness.