A Manifesto for the Essential

The EQT franchise, born in 1991, was built on a singular philosophy—pure sport functionality, stripped of excess. To launch EQT, we looked back at the 90s, a decade that valued structure over spectacle, where form followed function, and only the essential remained.

A Tribute to the Enduring

We crafted a visual and narrative homage to the arcade and analogue generation, celebrating rust as a badge of resilience—proof that true equipment withstands the test of time. Every design element for the launch campaign drew from the 90s aesthetic, reinforcing the brand’s core ideology: vintage is only vintage because it was once discarded.

Everything that is essential, nothing that is not.

Everything that is performance, nothing that is chill.

Everything that was left behind is now today’s classic.

This is EQT—built to last, built to matter.