Wonderland.

ADIDAS × MARINA ABRAMOVIć

The sportswear giant is so much more than three-stripe trainers in their latest collaboration with performance art icon, Marina Abramović

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Regarded as “The Godmother of Performance Art,” Marina Abramović has teamed up with sportswear giant, adidas for a collaborative film project as an ode to the 2014 FIFA World Cup™. This year’s competition, celebrated in Brazil, was the inspiration for the short video: a re-staging of the dramatic art doyen’s 1978 production, “Work Relation”. In a three-minute display showcasing the parallels between art and sports performance, the black-and-white film champions the theme of collaboration intrinsic to both disciplines.

Creative director of adidas’ Sport Style Division Dirk Schönberger says: “Marina Abramović is among the most provocative and influential artists of our time. We are honoured to partner with her in the re-enactment of ‘Work Relation’, a piece demonstrating the importance of teamwork and collaboration—not only in sports but in all endeavours.”

The three-sequence performance re-imagined by filmmaker Dustin Lynn, highlights a unique trio of ways human labour can be used to transport stones from one end of a room to another. The three methods use the film’s participants as vehicles for illustrating Abramavić’s different models of cooperation and efficiency.

The artist’s final word? “Working as a team maximises commitment, dedication, and ultimately, performance. Collective energy is a source of great strength.”

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CREDITS: 

Based on the original “Work Relation” by Marina Abramović and Ulay, 1978 

Creative Director: Marco Brambilla

Director: Dustin Lynn

Director of Photography: John Schmidt

Editor: Akiko Iwakawa

Audio Mix: Elizabeth McClanahan

Location: Pioneer Works, Brooklyn, New York

Produced by Subject

In association with the Marina Abramović Institute + adidas

Performers:

Giuliano Argenziano

Victoria Velasco

Billy Zhao

Paula Garcia

Allison Brainard

Thomas Kelly

Hugo Huerta

Serge Le Borgne

Noah Blumenson-Coook

Rebecca Davis

Maria Herranz

Words: Steph King

ADIDAS × MARINA ABRAMOVIć

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