Adidas teams with performance art icon Marina Abramović
Celebrating the 2014 FIFA World Cup
Adidas has presented its collaboration with performance artist Marina Abramović this week, revealing an original, short video celebrating the brand's partnership and support of the 2014 FIFA World Cup.
The 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 2014 FIFA World Cup.
The short film is the brand's first project with Abramović and demonstrates the many parallels that exist between the artist's piece and the play of any team sport.
First performed in 1978 by the star and her partner at the time Ulay, the original was a groundbreaking form of performance art at the Theatre ann Rijn in Arnhem, in The Netherlands. The original piece – which is seen reenacted in this film for the first time since 1979 – consisted of three sequences, each presenting a unique model for transporting stones from one end of a room to another.
The 2014 execution of revisits the same themes of the original. In the reenacted piece, eleven performers from varying walks of life reference the total members of a football team. Together, the performers harness the fundamental principles of the sports world – teamwork, discipline and perseverance to once again transport stones from one side of the room to the other.
Watch Work Relation 2014 below, now: