In 1991 adidas Equipment aka EQT was born. The idea of adidas Equipment was clear and straight forward, purpose! Every shoe needs a purpose. Every part in the shoe has a purpose to make the ride smoother. From sneakers to apparel, if it says EQT, it comes with and for a specific function. To underline the new approach by adidas, the EQT logo was established and a new baby was born. “We called it equipment because the word equipment is sort of a no bullshit word. You don’t have a piece of equipment to have fun with, you have a piece of equipment to do something with.” Peter Moore, Creative Director of the Original EQT.