German sportswear giant Adidas has teamed up with world famous performance artist Marina Abramović to explore the concept of teamwork ahead of the grand finale of the 2014 World Cup.
A reworking of her 1978 performance in collaboration with Ulay (Uwe Laysiepen) titled “Work Relation,” the film sees three groups of people performing the same task (carrying stones across a room) with different techniques. As expected, it’s the teamwork of the chain method that wins out, but that doesn’t prevent some artfully-shot, Adidas-shod huffing and puffing in the meantime.
The New York-based artist of Serbian origin has previously collaborated with celebrities including James Franco, Jay Z, and Lady Gaga, as well as maintaining a friendship with Givenchy creative director Riccardo Tisci (who created costumes for Abramovic’s 2013 production of Ravel’s “Bolero”), but this her first major project with a sportwear brand.
Credit: AFPRELAXNEWS
The post Adidas and Marina Abramović make performance art film to celebrate World Cup appeared first on Fashion One News.
