In an era where running has become a universal pastime, the sportswear industry’s quest for dominance has come full circle. At the forefront of this resurgence, adidas has reignited its Equipment (EQT) line, a testament to the brand’s dedication to innovation and staying true to its roots.

The EQT Legacy: From the ’90s to Today

Born in the ’90s from the minds of industry visionaries Rob Strasser and Peter Moore – the duo behind Nike’s iconic Air Jordan 1 – adidas’ EQT line was a groundbreaking fusion of design and performance. Today, the brand looks to its rich history for inspiration, reimagining the EQT line for a modern audience of runners.

A Monument to Running: The New Mexico Desert Track

In a powerful statement that transcends product sales, adidas partnered with PlayLab to reshape the New Mexico desert. The result was a sculpted track, standing as a testament to the universal appeal of running. This ephemeral monument saw runners testing EQT’s cutting-edge designs before its materials were repurposed for the local community – a sustainable execution that echoes the EQT mantra: “Everything essential. Nothing that is not.”

Elevating Brand Activations Beyond Sales

The New Mexico desert track activation showcases adidas’ understanding that not every marketing effort needs to be sales-driven. By focusing on design, sustainability, and the running community, adidas demonstrates its commitment to pushing boundaries and fostering meaningful connections with consumers.

Adidas’s revival of its Equipment line and the creation of the New Mexico desert track highlight the brand’s relentless pursuit of innovation and its dedication to embracing the universal appeal of running. With a firm grasp on its history and a forward-thinking approach, adidas continues to leave its mark on the sportswear industry and the global running community.

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