INFORMATION

Adidas EQT was born from a radical idea: strip everything back to what matters. At its launch, it stood apart by rejecting excess—everything that is essential, nothing that is not. In a world of overbuilt promises and aesthetic noise, EQT was clarity. Purpose. Purity.

But over time, the performance market grew crowded. Functional brands converged, hosting run clubs and activations in the same major cities—New York, LA, Chicago—competing for attention in familiar spaces. The signal got lost in the noise.

This moment marked EQT’s return to form. A deliberate step back to the essence of the brand. Instead of following the herd into dense urban markets, EQT created an experience that demanded something more: commitment. Santa Fe, New Mexico—off the beaten path, outside the cultural epicenters—became the site of a pilgrimage. Not just a place, but a test. A mindset.

For EQT, this wasn’t about mass reach. It was about resonance. A space designed for those who truly understand what running asks of you. A reflection of the brand’s original promise. To offer something meaningful for those drawn to substance over spectacle.

PlayLab 2024 / Images by Charles Roussel