Today, adidas presents its collaboration with performance artist Marina Abramović, unveiling an original, short video celebrating the brand’s partnership and support of the 2014 FIFA World Cup™ in Brazil. The three-minute film captures the first ever re-staging of Abramović’s iconic 1970s performance “Work Relation”—which focuses on commitment, teamwork and the strength found in togetherness—reimagined through the lens of the 2014 FIFA World Cup™. This marks adidas and Abramović’s first project together and demonstrates the many parallels that exist between the artist’s piece and the play of any team sport.

Working as a team maximizes commitment, dedication, and ultimately, performance. Collective energy is a source of great strength,” offers performance artist Marina 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.

 

Credits:
Based on the original “Work Relation” by Marina Abramović and Ulay, 1978
Creative Director: Marco Brambilla
Director: Dustin Lynn
Director of Photography: John Schmidt
Editor: Akiko Iwakawa
Audio Mix: Elizabeth McClanahan
Location: Pioneer Works, Brooklyn, New York
Produced by Subject
In association with the Marina Abramović Institute + adidas

Performers:
Giuliano Argenziano
Victoria Velasco
Billy Zhao
Paula Garcia
Allison Brainard
Thomas Kelly
Hugo Huerta
Serge Le Borgne
Noah Blumenson-Coook
Rebecca Davis
Maria Herranz