Berlin in the picture: Photowalks for the launch of the adidas EQT 2017

For the worldwide launch event of the adidas EQT 2017, visumate arranged ten individual photo walks in Berlin for almost 120 participants. The invited sneakerheads and fashion specialists produced cutting-edge and independent content in the adidas EQT style.







With a total of twelve local greats from the Berlin Instagram scene, visumate planned routes that fully reflected the adidas EQT style and the city's spirit. This meant no tourist traps, and instead authentic arrangements and timeless backgrounds with real Berlin flair.

The aim was to provide the participants with the setup for independent content production. To this end, they were grouped homogeneously according to the camera used and production focus.

Special Instagram photographers were appointed guides. We wanted Berlin locals who could entertain a group with heart and mind and amicably share their knowledge. At the same time, they were to match the style of adidas and the new EQT.

The Instagrammers selected by visumate generated over one million impressions on Instagram within two days, more than 14,000 individual views on Instagram Stories, a total of almost 15,000 likes and over 600 comments. The photowalk participants produced countless other items and the hashtags #EQT and #adidasorginals were cited over 25,000 times.

All in all, the feedback was very positive and super strong content was created. The choice of Instagrammers and routes was also very cool and well received by all participants. The markets were also very enthusiastic and the content really made itself felt on social media. Many thanks again for the excellent organisation and implementation

— Madeleine Staerk


  • @muenchmax
  • @rawmeyn
  • @jannxyz
  • @livingitrural
  • @davidnkollmann