Adidas and Marina Abramović make performance art film to celebrate World Cup
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- July 11, 2014
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
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