Communicating what is essential

By Michael Angelo S. Murillo
Reporter

ONE OF adidas’ iconic shoe styles, the EQT line was relaunched this year since first being introduced in the 1990s. While the sneakers then and now are explicitly different in terms of materials used and their identified functions, their essential nature, both in technology used and the needs satisfied, is in synch with the specific times they were released in.

It is this focus on “essentialism” that adidas Philippines wants to highlight as part of its push to introduce the latest models in the EQT collection to the generation now.

But the global sports footwear and apparel brand is going beyond the usual activations with launching new models, using as well other forms of engagement to communicate its message to it target market.

On Sept. 16, adidas Originals, in partnership with Transit Records and Commonwealth, hosted “TR Live Vol. 2,” a multi-sensory session with Filipino creatives at the POV by Commonwealth at SM Aura in Taguig City.

Attended by students from partner institutions, members of the media, consumers, and creators, the session invited speakers from various creative disciplines to share their experiences with the audience, with the end view of inspiring and imparting valuable lessons if one wants to follow the path they have taken.

TR Live Vol. 2 was divided into two sections — visuals and sounds — where invited speakers took turns in sharing the creative process that goes in their respective fields, emphasizing how important it is to stick to the essentials to be effective in every sense and form, much like those poured in to the adidas EQT collection.

The speakers were filmmaker Samantha Lee, product designer Ria Arante, and branding and design studio The Public School Manila for the visuals part, while for the sounds segment it was musicians rhxanders, Justin de Guzman, and pillow talk who talked.

Ms. Lee, writer and director of the movie Baka Bukas, shared her journey as a filmmaker that included looking for her purpose, as well as the intricacies that went into making her critically acclaimed Cinema One Originals film, from the costumes to the sound track, zeroing in on what were essentials and what would work and not.

In the case of Ms. Arante, a product designer for job-matching Web site Kalibrr, she spoke, among others, of what are integral in the interfaces she works on to make it appealing and interesting, like in the information provided and layout.

CONVEY THE STORY OF EQT
“With the adidas EQT Creator Space in POV by Commonwealth, we wanted simultaneously to convey the story of EQT from when it started in 1991 when it was used for sports like running and in the Olympics, which also saw adidas first introduce its triangular logo, to now where it is in a different scope which is more catered to a generation that still loves sports but has crossed over as well to lifestyle,” said Jen Dacasin, Brand Communications and Sports Marketing Manager of adidas Philippines, in an interview with BusinessWorld.

“A lot of things have happen since the EQT was first introduced but here we wanted to show how the iconic EQT franchise brings integrity back to fashion for a new generation by staying true to what are essential with its functionality and form,” added the official, who went on to say that they in adidas Philippines believe the tack they have chosen to send their message is an effective one.

“It’s pretty cool to talk in such a setup. The philosophy on ‘essentialism’ had me sold to it. They wanted to convey that you can be innovative and fresh without necessarily doing away with what are essential. I think they were able to accomplish that with this session,” said Ms. Arante in a separate interview.

The adidas EQT (Equipment) line was first introduced in 1991 as its take on being essential and focusing on performance. In January this year the EQT 2017 series was released worldwide.