Equipment calling

Juergen Teller takes to the streets of Berlin for the new Adidas campaign
Fashion | 26 January 2017

Adidas has unveiled its SS17 campaign and lookbook for the new and rebooted high-end Equipment (EQT) LineShot on the streets of Berlin by famed German photographer Juergen Teller, the campaign touches on the historical context of the collection, which originally came to prominence against the backdrop of the fall of the Berlin Wall in 1989.

The seismic cultural changes that followed pushed the sportswear brand to re-evaluate the EQT sneaker, deconstructing the design and stripping it back to the core design elements. The result was a no-nonsense pure sport function sneaker, which at the time went against the flashy and over-embellished aesthetic that dominated the sportswear industry.


Teller, who is known for his anti-glamour approach to photography, captures the essence of the EQT series through his incredible casting and choice of locations. He begins by setting the scene; in one image the iconic Fernsehturm Tower looms in the background and in a close-up of a product shot, the Berliner Dom pokes out behind a sneaker. Elsewhere, unconventional beauties Lili Sumner and Suzi Leenaars are seen roaming around building sites and sprawled across a sofa in the middle of the city, model Lily McMenamy poses atop an old white electricity box mimicking the grand statues of the warriors stand behind her. Teller’s gritty off-kilter images are charged with symbolism and history, not only do they encapsulate the brands heritage and the echoes from the city’s tumultuous past but also of what’s to come as the brand looks to the future with their new and updated range.

Adidas Originals, EQT SS17 lookbook by Juergen Teller

Adidas Originals, EQT SS17 lookbook by Juergen Teller

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