online: work relation

© adidas

are football and marina abramović an odd couple? well, not to adidas. the sportswear brand has teamed up with one of the planet's most influential contemporary artists to create a short video that celebrates the brand’s partnership and support of the 2014 soccer world cup in brazil. this three-minute film captures the first ever re-staging of abramović’s iconic 1970s performance work relation - which focuses on commitment, teamwork and the strength found in togetherness - reimagined through the lens of the soccer tournament. this project marks adidas and abramović’s first project together and aims to demonstrate the many parallels that exist between the artist’s piece and the play of soccer, if not any team sport. the collab is initiated by dirk schönberger, creative director of adidas' sport style division and who is clearly a fan, adding an interesting and unexpected edge to the brand itself. click here to view the collab video.

© adidas