Nothing is more important, especially in design, of understanding the value of teamwork.Which often results in the collaboration with other disciplines to achieve powerful results where the message is clear and effective. To sublimate the concept commits the performance artist Marina Abramović, who joins forces with Adidas to launch a brief and brilliant video, in celebration of the 2014 Fifa World Cup while it is moving towards the conclusion. It is a remake of Work Relation,  the performance that the artist performed for the first time in 1978, in the Netherlands, with the intent to demonstrate how teamwork maximizes commitment, dedication and performance. And since it is in the sport that the power of collective energy is manifested, Abramović has found support from Adidas, which with the artist put “in the field” eleven performers to symbolize the members of a football team, wearing the iconic Samba, Adidas model introduced in 1950for the training of footballers. An educational video performance that pushes toa reflection starting from specific but illuminating, yet not imposing, on the openness to collaboration, even among the most diverse fields of expertise.

Enrico Longo speaking   9 Jul 2014   /   © All rights reserved