In 1989, the legacy of adidas Equipment was born out of the need for pure sport. It was described as “all you need, nothing more, nothing less.” That no-frills philosophy developed by Peter Moore is what powered the adidas Equipment line through the 1990s and into the new century, with game-changing concepts and designs that are still recognized today. Equipment spanned sports of all kinds; running, basketball, training, trail-running, and even bathing (yes, bathing) were part of this core ideology, drawing in athletes who themselves were all about sport and not about the unnecessary. To put it simply, adidas Equipment was a no-bullshit, all substance, and that essence of authenticity is what makes adidas’ partnership with Pusha T so natural.
Pusha T isn’t about the hype or the catchy hooks – he’s about pure substance that is the result of immense talent and concise lyrics. He’s your favorite rapper’s favorite rapper with a complete body of work that goes beyond music and into the world of fashion, but above all he’s regarded as a voice in music and street culture that is so needed. He’s essential equipment in keeping hip-hop at its roots, and it’s no surprise that he’s come such a long way – from hustling on the streets in the 90’s to being named the president of G.O.O.D. Music (not to mention one of the best sneaker collaborations of 2014). Before we go into Pusha T’s upcoming adidas EQT, let’s rewind it back to 1993 when the Guidance ’93 first burst onto the scene.
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It didn’t take long for adidas EQT to make its mark in the sneaker industry, with a bevy of ultra-attractive silhouettes like the EQT Racing, EQT Cushion, and EQT Support achieving the pinnacle of performance and design. The EQT Guidance was a sure-fire eye-catcher thanks to three debut colorways that included the iconic “Racing Green”, a bold red, and a vibrant royal blue. These running shoes were a hot commodity in Europe, particularly in East Germany where lacing up adidas EQTs signified more than athletic prowess, but affluence, and later these hardcore collectors weren’t shy about spending thousands of dollars to acquire vintage pairs.
2014 was a pivotal year for the Guidance ’93 as adidas Originals reintroduced the famed silhouette in originals colorways as well as collaborations with select shops around the world. KITH NYC brought the shoe to life with a bold colorway inspired by the NYPD, while Highs & Lows of Australia beefed up the sneaker with durable suedes and ballistic nylons to exude “endurance”. However, none made a mark quite like Pusha T’s “King Push”, which featured some outstanding materials based on the respected rapper’s past.
The marriage between EQT and Pusha T can only be described as harmonious, as both the product line and hip-hop artist exude the “no bull-shit” attitude. As noted by adidas Design Director Josh Herr, who worked closely with Pusha on this project, “Pusha saw that the EQT aligned with him”. Herr admitted that adidas was a bit “unprepared” for their first meeting with Pusha, in that they went in with an open mind and a blank slate, giving the creator a chance to make his own way. The goal was to do something different and given that Equipment is supreme quality and Pusha is supreme music, the connection was real. Sneakerheads were ecstatic with the “Chalk White” of 2014, and the fastidious EQT connoisseurs were thoroughly impressed.
Much has happened for Pusha T over the last year, and in particular, in the month of November. He was named president of G.O.O.D. Music, a label headed by Kanye West that swims near the the top of the ranks. He unveiled his much-anticipated album adidas ultra boost uncaged malaysia price guide, which is led off with a powerful Timbaland-produced track called “Untouchable” (with a Biggie sample, no less). Thirdly, he unveiled his next collaboration with adidas Originals – a reprisal of last year’s EQT Guidance ’93, but in a stark black colorway. Much like the “Chalk White”, the upcoming issue is inspired by Pusha’s hustling past while the all-black colorway reflects the dark black-market underbelly of New York City.
Above: Pusha T x adidas EQT Guidance ’93 “Precious Cargo”
On November 27th, 2015, adidas Originals will launch the second and final chapter of the Pusha T x EQT Guidance ’93. With yet another bold statement with the selective materials and controversial details in the scale graphic on the outsole, Pusha T’s second collaboration with adidas has received massive acclaim and is one of the standouts of this Holiday season. The fact that Pusha selected a running shoe makes it a standout as is, given that much of adidas’ partnerships with hip-hop stars have focused on models like the Superstar (Run DMC), the Stan Smith (Pharrell, Rita Ora), and the Pro Model (Big Sean). We chatted with him briefly last week to talk about his shoes among other things.
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Pusha T: You know, they had quite a few silhouette options. I can’t tell you exactly why I selected that shoe, but I do know for sure that there’s always a fresh aesthetic to runners for some reason, with whatever line you talk about. They [adidas] did propose to me different options, but the Running Guidance ’93 definitely spoke to me.
SN: Your story with the EQT began last year with the “White Chalk” and it comes full circle to this black pair. But beneath the colorway, there’s a specific backstory that refers to your past. Can you shed more light on that?
Pusha T: I just feel like the shoe is an ode to my “hustling 90s”. You know, just what was going on back at that time, and the culture that i’m very vocal about in my music and actually, what’s going on today. Everything’s coming back full circle and the way kids today get in a frenzy about certain shoes, I feel the same way about the EQT.
SN: Going back to your past in the Bronx and in Virginia – where does adidas fit in to your past and how has it made a cultural impact in your life?
Pusha T: adidas was a staple. It was a staple in my household. It was a must-have. It was synonymous to hip-hop since day one. I was Run-DMC in my fifth-grade talent show, and I did have my adidas. I really was. I produced Run’s house! But adidas truly is synonymous to hip-hop culture and that’s something you can never take away. They have been culturally entrenched in my own personal culture.
SN: With such a rich boots of talent/celebrities, adidas has done a great job by creating jabrill product stories with each individual. What sort of lane do you want to carve out with adidas?
Pusha T: Well I just want to continue to do things that make a lot of sense. A lot of artists – they get with companies, stamp their name on it, and I sort of feel like they don’t feel “cool” endorsing what they endorse. Me personally, I feel great wearing the sneaker that I designed and knowing that I had a lot of input in, and knowing that it’s something that’s synonymous with me. The best part is that I don’t know where I want to go, and where else I can go with it, but the next step I take will be as authentic as what i’ve done with these [the EQT Guidance ’93].
The Pusha T x adidas EQT Guidance ’93 will release on Black Friday, November 27th, at select retailers.
