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Back to the future: Adidas EQT – Cult icon and sign of the times
In the early 1990s it was celebrated as a model for the future. Not only that, but it was seen as a flagship for the complete reorientation of Adidas. The Adidas Equipment series effectively shaped the entire strategy of the Adidas brand. Today the Herzogenaurach-based sports manufacturer has revived the EQT series as an hommage to its previous importance. Under the tagline “Back to the Futureˮ, Adidas is now promoting the EQT series which first entered the annals of footwear-history around 25 years ago.