LA with adidas

Last week I had the privilege of spending a few days in LA with the three stripes and a fun group.
Several archivists and I were invited to the sunshine state, where we got to nerd out about a 

special upcoming project I can not wait to tell you more about.

With the help of U DOX we got pampered with great activities, such as watching the Lakers 

game (seeing Lebron and Curry play was an absolute highlight) or going vintage shopping and 

were well fed at beautiful locations throughout our whole stay.
Thank you for this adventure, connecting with like-minded people is the most precious gift you 

gave us! 

I had a ton of fun and hope I get to see our crew again in the near future!

All pictures after the jump

This is my adidas

I feel honoured to announce that adidas originals came to visit me at home to check out my adidas for their 

confirmed app.

It's always a challenge to choose a few favorites for short formats such as this, so I went for some vintage, 

some retro, some running, some basketball and I hope you enjoy the selection I made.

You can watch the whole video on the confirmed app or below:

Last Chance…

 …to get a pair of the Adidas ZX8000 x Union (GZ7974) via the Adidas app

Since I was the set photographer for the filming of the video, I got my own little clip.

Here are also some BTS pictures of the production days

All the photos after the jump

Adidas x 1. FC Union

Here's another production with Adidas, where I worked infront and behind the camera:
The Adidas ZX 8000 FC Union
A shoe that celebrates the 1. FC Union Berlin soccer club and the tradition this model 

shares with the soccer fan scene.
One of the driving forces for the realization of this shoe is Liquit Walker, who is as much a 

fan of the ZX, as he is of FC Union Berlin. 

For the family & friends edition iron lace jewels where forged in a small old smithy in Berlin 

Köpenick. 

I will post some detailed shoe and making of pictures from our production days next week. 

The Adidas ZX 8000 FC Union is limited to 1966 pairs (a nod towards the founding year of the 

club) and can be exclusively purchased through the Adidas App for 125,55€. One can 

participate at the raffle until the 20th of April, release is the 21st.

Directed, Produced and Edited: @anthonymolina 
Producer: Julia Groll @diejulesgroll 
Agency: Zentralrat Mitte @zentralrat_mitte 

DP:Viktor Schanz @viktorschanz 
AC: Belek Wunderlich  @belekwu 
2nd Unit: Jonathan Lichtenberg @jonathan.lichtenberg 
2nd Unit: Chris Schwarz @chrisschwarz 
Animation: Pfadfinderei @pfadfinderei_berlin 
Music composer: Tom Körbler @tom.koerbler 
Editor: Jonathan Lichtenberg, Bruno Jubin  @bruno.jubin , Julia Groll 

Hair & Make-up: Tina Fischbach @tinafischbach_makeupartist 
Assistant H&M: Bianca Bauer @bia.ncabauer 
Styling: Nada Carls @na_na_naduschka & Julia Groll 

Set photography: Julia Schoierer @juliaschoiererphotography 

Cast: 

Josephine Bonsu  @josibonsu

Elisa Schindler 

Paula Kunkel @paula_kunkel 

Mike Busse @liquitwalker 

Ali H. @ali.h.juno 

Teesy @teesytones 

Ali Hammoud 

Julia Schoierer @juliaschoiererphotography 

Max Kruse @max.kruse10 

Dr. Motte @dr_motte 

Grischa Pröml @grischaproemel 

Finch Asozial @finch_offiziell 

Valentina Maceri @valentinamaceri 

Christian Arbeit @christian_arbeit 

Extras: 

Laura Mühlenmeier @lauramueh

Caecilia Geismann @cillbo 

Hendrik Dargel 

Ronja Hoever @ronja_hoever 

Emilia Gammon @emiliagmn_ 

Matteo Grunert @gruni_bert 

Marten Sieg  @mrtn.x 

Covid-Testing: Blauer Stern Rettungsservice GmbH

Adidas Home of Culture

Another recent project I have been involved with behind and infront of the camera was this 

campaign my friend Mel thought up with Mr. Bianco about my home turf.

Star of the clip is the beautiful Steph, who's just a total pro infront of the camera.
For the film I took part as a sneaker advisor, talking about one of my favorite Adidas models, 

the Rivalry. 

I also got the chance to shoot some 'Kiez' pictures around my home for the print campaign, 

that promotes Steph and the campaign in Snipes Store in Germany, Austria and Switzerland.

Always a pleasure to work with the three stripes!

Snipes x adidas Share Her Power

Since I joined this project very spontaneously, I did not have to wait for too long to show you 

what I've recently worked on as a creative director.

A project about young women and their superpowers.

Here's a first peek at the 'Share Her Power' campaign for Snipes x Adidas with this great team:

Rebecca, Bene, mgvideox, Leeroy, Jana, Baetrix, Ana, trvnnng
Photography: Robin Wemmers
Videography: Hanke Brothers
H&M: Shani, Martina, Alexia

and these 3 superstars: Laura, Huda and Julia-Sarah

The Collection at the Adidas Originals Store Berlin Pt I

In the past 3 month I exhibited 9 pairs of Adidas shoes from my archive, that represent 

certain scenes or specific aspects of sneaker culture in Berlin before the year 2000. 

Since I was asked for my personal selection, I decided to allow myself a subjective view 

and chose the sneakers I grew up around. 

Whether they were worn by my gym teacher in grade school, or on the court at the Yaam 

in the summer.

These models might not be the most famous (although there are of course some classic 

burners in the mix) or flamboyant models, but they do deserve a certain shine, as they 

have been part of every person that grew up in Berlin at some point or another.

I'd even go as far as to state; Every Berliner (and I men that in a sense of: every person 

born and/or raised in Berlin) owned at least one of these pairs or had a pair in the family 

shoe closed at some point.

Like I mentioned in an earlier post, all of the shoes I selected where reinterpreted in 

ceramic by Sebastian Haslauer and are exhibited in the store window.

I decided to give you a little insight into my working process, how this selection came

about.

I will upload these in 3 parts, to keep the posts shorter, as there is so much to tell 

about this project.

When I made my selection, I wanted to cover as many scenes and facets of Berlin as

possible. For my presentation I jotted down subcultures and personal experiences I 

thought were relevant. Adidas liked my remarks, so they asked me to add these infos

to the display. They produced some cards to go with the shoes and we placed them next 

to the archive boxes.

All the infos in german + english and more pictures after the jump

Adidas Originals Store Berlin re-launch

Today, after a short remodelling phase, the world’s first adidas Originals 

flagship store in Münzstraße in Berlin reopened its doors with a new look 

and feel. 

The newly developed store concept for adidas Originals is called 

THE COLLECTION. 

Inspired by the adidas archive in Herzogenaurach, the concept was 

designed with a focus on high-quality product presentation and extensive

storytelling. Mobile archive shelves allow the store to be flexibly 

redesigned at any time. 

In the adidas Originals Mitte store, the focus is on inclusivity with mixed-

gender merchandising and displaying.

Individual areas of the new store have been designed in creative 

collaboration with selected artists from Berlin, including Monja Gentschow,

Nadine Goepfert, ACTE TM, Sebastian Haslauer, Madwomen Collective and 

yours truly. 

The new store concept is designed to give local artists, designers and 

creatives the opportunity and space to present their art and ideas in the 

form of curated exhibitions and installations in the store. 

There will also be a regular program, created in collaboration with local 

creatives, ranging from workshops to talks, as the Berlin art and design 

scene continuously offers opportunities to build on this concept.

Since the interior concept of the store is strongly influenced by the Adidas 

archive in Herzogenaurach, of course some vintage had to be included, too. 

I selected 9 models that have a strong root in Berlin‘s adidas history and 

are in my opinion relevant silhouettes to the city.

read and see more...

Foot Locker x adidas Tresc Run Launch Event

I just got home from Foot Locker's adidas Tresc Run Launch event at 
Parkhaus X-Berg. The absolute highlight of the night was a super 
intimate concert with Action Bronson – what a treat! 
Over all a great evening with good food and music.
Thank you Foot Locker and adidas for the invitation!
All pictures  after the jump © Julia Schoierer