To celebrate the 30th Anniversary of EQT, adidas Consortium has partnered with Extra Butter to reimagine the Equipment CSG 91 model with a dog-inspired colorway dubbed “Best Friend,” launching on Friday, October 1st. The hero footwear product will be accompanied by Extra Butter private label apparel and dog accessories. To celebrate the collection, the EB team invited New Yorkers and their dogs to be featured in a special photo editorial.
As part of the four-legged-friend-inspired drop, the premium New York City-based retailer will be releasing limited-edition private label t-shirts, long sleeves, sweatshirts, collars, leashes and a speciality dog treat, that is a gift with purchase of the “Best Friend.” In true Extra Butter fashion, the boutique made sure to feature local faces and their pooches in their Extra Butter x adidas EQT CSG 91 lookbook.
“The relationship between human and canine is a tale almost as long as recorded history itself. And very much a New York City story. From posting up on the front stoop to strolls in Central Park.” says Bernie Gross, creative lead for Extra Butter. “Just hanging out in front of our Long Island City location, you can see every young adult with a dog. They’ve become almost an accessory, becoming an extension of your personality, sensibilities and even style. But most importantly it's the unconditional love they give and how grounded they can keep you that make the companionship so valuable.”
adidas first launched the EQT range in 1991 with the iconic “Only The Essentials” campaign, introducing a new performance-based product and marketing strategy, focusing on protection, cushioning, stability and traction, and even instating an overhaul of branding from the traditional Trefoil logo to the streamlined Badge of Sport logo. Championing a dog-inspired concept, Extra Butter’s special makeup of the EQT CSG 91 removes the model from the usual sportswear aesthetic into a lifestyle and cultural lens. The silhouette takes on a muted and wearable palette of light browns, tans, beige and neutral pink. The elevated fabrication of hairy suede and faux pony hair eludes to fur and hair coats of dogs, while additional bone and paw graphic details on the lace jewel and heel soft cell window put the finishing touches to drive the concept.
The Extra Butter x adidas Equipment CSG 91 dog-inspired collaborative release will be available at the boutique’s store locations and at www.extrabutterny.com on October 1, 2021.