Adidas and Marina Abramović make performance art film to celebrate World Cup

Work Relation 2014 - A film by Marina Abramović, in collaboration with adidas ©Adidas - YouTube (http://youtu.be/B2KKfgYGOuU)

Work Relation 2014 – A film by Marina Abramović, in collaboration with adidas
©Adidas – YouTube (http://youtu.be/B2KKfgYGOuU)

(Relaxnews) – 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.

Watch the video: http://youtu.be/B2KKfgYGOuU

jt/cm

Share Button

Related posts

Adidas launches samba-inspired football boot collectionAdidas signs Selena Gomez as NEO style iconWorld’s largest shopping mall in Dubai to house largest indoor theme parkNike unveils latest World Cup adFashion films of the week: Dolce & Gabbana, Valentino, Giorgio ArmaniAdidas NEO Label launches Justin Bieber lookbookNike reveals women’s autumn collectionAdidas announces partnership with Novak Djokovic, unveils his new shoeAdidas dubs Justin Bieber its official ‘style icon’New Adidas football boots come with no strings attached‘Ronaldo’ documentary available worldwide on November 10David Beckham to star in new Belstaff film, produced by Liv TylerBasketball: Adidas sign James Harden to ‘$200 million deal’‘Downton Abbey’ costume tour rolls on in North AmericaFashion films of the week: MICA, Victoria’s Secret, DiorBeyonce allies with TopShop for new fashion brandReal Madrid to wear Yohji Yamamoto jerseys for Champions LeagueWatch: Karlie Kloss warms up in Nike’s latest looksFootballers also fashion icons off World Cup pitchKorean TV dramas give Asian shoppers urge to splurge