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Today, Pusha T’s third chapter of adidas EQT released in stores today – a grey-scaled hybrid of primeknit, python skin, and Ultra Boost. For the third straight installment, the shoes were an instant sell-out (as anticipated), marking yet another successful drop for the German sportswear label and the G.O.O.D. Music president. Beyond the shoes, Pusha owns a unique vantage point as his affiliation with the brand, in terms of shoe releases, has come before, during, and after the eighteen-month uprising, so his firsthand experience in working with a company that has seen it all in such a short period of time offers us unprecedented insight into a logo that everyone is dying to Brand.
In an intimate interview with select media during Art Basel, Pusha opened up about working with his design team, noting that the group dynamic is “very comfortable” and the energy is extremely positive. He even notes that they “machined gunned” one of his ideas, which alludes to the fact that the partnership is truly collaborative without any fluro. (He didn’t disclose just how bad his idea was).
Pusha also expressed a level of pride in the amount of effort and investment that adidas has put behind the release of his shoe, noting the breathtaking experience of a walk-through of the private concert venue the day before. Pusha performed at that venue, an abandoned waterfront arena, to select attendees after the inaugural #TLKS feature on Thursday night.
So, does the G.O.O.D. Music president want to branch out of EQT? “Not really”, he says, expressing interest in “owning” the EQT category, in a sense. If that means more hits like the King Push EQT Boost, then the future of this collaborative partnership is looking white hot.
