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Adidas Partners with Marina Abramovic

The performance artist worked with the sports brand to mark World Cup.

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TEAM WORK: Adidas has teamed up with performance artist Marina Abramovic to create an original short film highlighting sporting values to celebrate the brand’s partnership with the FIFA World Cup.
 
The three-minute movie, available online, is the first  re-staging of Abramovic’s 1978 creation “Work Relation,” and highlights the power of teamwork and effort.
 
“I find the commonalities between performance and sport very intriguing and was excited to highlight them in this project,” said Abramovic.
 
In the recreated version, 11 performers representing the 11 members of a football team work together with the artist to transport stones from one side of a room to another.
 
They wear a uniform of white lab coats from the Marina Abramovic Institute as well as Adidas’ Samba sneakers, introduced in 1950 as a soccer training shoe.

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