The ‘90s Equipment adverts completely captured what the range was about. From the taglines to the imagery, every campaign had a clear message: these were functional products for real sports people, the best of adidas. These archive ads continue to inspire today.
Early prototype of the Radical/X-Series using EQT parts. Technology was later built into the X-29 and Tubular shoes.
1990, a new decade, new ideologies. After the glamour and glitz of the 1980s, came a period of reflection and free spirit. This manifested in a move away from accepted mainstream values to alternative culture, demonstrated through sport, music, media, art and fashion. For adidas, there was also a period of reflection. The brand continued to be a major supplier to professional athletes and clubs, maintaining a strong presence, particularly in Europe. However, there was a feeling that it had become more reactive than proactive. Nowhere was this more apparent than in America, where adidas had lost its position as market leader in the space of the last decade.