Adidas x Marina Abramović for FIFA

Thursday, 10 July 2014
Adidas has teamed up with performance art icon Marina Abramovic for a collaborative film project celebrating the 2014 FIFA World Cup.

The three-minute film captures the first ever re-staging of Abramovic's iconic 1970s performance "Work Relation" which focuses on commitment, teamwork and the strength found in togetherness, but reimagined.

While the film pays tribute to Adidas' partnership FIFA, the film shows 11 'players' wearing Adidas' celebrated Samba sneakers, a football trainer first introduced in 1950, while Abramovic acts as referee.

The performance art piece, filmed in Brooklyn, New York, in a black-and-white cinematic style, conjures the ethos of Adidas and the spirit of collaboration inherent to a global competition like the World Cup.

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