adidas Teams Up With Marina Abramovic To Reenact Her Famous Performance From 1978 For The World Cup

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adidas collaborated with a renowned performance artist Marina Abramovic to create a short film for the 2014 FIFA World Cup. Video takes inspiration from Abramovic’s 1978 performance Work Relation and explores the notion of teamwork and parallels between sport and performance.

Same as the original piece, the reenactment features a group of 11 people (a reference to the number of soccer/football players on the field) transporting stones from one side of the court to the other. They are all arranged into three contrasting models: a couple, two individuals and a human chain. By doing so, Abramovic explores the contrast of cooperation and efficiency.

Work Relation was a perfect piece for adidas to pay tribute to its partnership with the 2014 FIFA World Cup. According to Abramovic who appears in the video herself, she sees a broad affinity between sport and performance.

“One similarity that I wanted to highlight in this video is the importance of group collaboration. <…> I believe that it is important to learn from other disciplines in order to bring new life to whatever it is that you do.”

The black and white video was shot by SHOWstudio in the manner of early motion cinematic experiments. All participants are dressed in their personal clothes, however they all wear a white lab coat from Marina Abramovic Institute and adidas’ Samba sneakers. As the performance author explained, the apparel was meant to create a sense of collective experimentation and mute external distractions.

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