Adidas and Marina Abramović

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Collaborations are plentiful but this one has an edge. Adidas and Marina Abramović, one of the world’s most prevalent performance artists, have unveiled a short video to mark the brand’s sponsorship of the 2014 FIFA World Cup™ in Brazil. The foundation of the video is Abramović’s 1970s work entitled “Work Relation” which was first performed at the Theatre ann Rijn in Arnhem in The Netherlands. The original work is a masterpiece focusing on teamwork and togetherness making it the perfect inspiration for this contemporary interpretation.

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“Working as a team maximizes commitment, dedication, and ultimately, performance. Collective energy is a source of great strength,” offers Abramović. “This is what I came to find through the trials performed in ‘Work Relation’ (1978, with Ulay). These same qualities are necessary to the foundation of my institute, MAI, and to any unit. I find the commonalities between performance and sport very intriguing and was excited to highlight them in this project.”

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Her latest work, —entitled Marina Abramović: 512 Hours—is on view at the Serpentine Gallery in London from June 11th to August 25th, 2014, during which the public becomes an integral part of the piece. This is most definitely on my bucket list for the summer (in that I’m going to see it in two weeks!).

This is a great marriage of art, fashion and sport and a video worth a watch, take a look below!

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