adidas and Marina Abramović
adidas presents a collaboration with performance artist Marina Abramović, unveiling a short film celebrating the brand’s partnership and support of the 2014 FIFA World Cup™ in Brazil.
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 collaboration demonstrates the many parallels that exist between the artist’s piece and the play of any team sport.
“Working as a team maximizes commitment, dedication, and ultimately, performance. Collective energy is a source of great strength,” said Abramović. “I find the commonalities between performance and sport very intriguing and was excited to highlight them in this project.”
First performed in 1978 by Abramović and her partner at the time Ulay, the original Work Relation was a groundbreaking form of performance art unveiled at the Theatre ann Rijn in Arnhem, The Netherlands. The original piece consisted of three sequences, each presenting a unique model for transporting stones from one end of a room to another. This performance, along with the rest of Abramović’s work, reshapes the role of the audience, bringing them into the experience, highlighting both the limits of the human form and the possibilities of the mind.
This project marks adidas and Abramović’s first project together.
www.adidas.com
www.marinafilm.com
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