"We set up and photographed the Adidas ad one morning in a local community sports hall. This ad was part of a European adidas campaign in which artists and designers were asked to come up with an image based around the line 'Forever Sport.' This campaign gave us the opportunity to generate an image for adidas that was not focused on a specific product or per-sonality. We used the sculpture of our studio contents from our book as a starting point. In the local community sports hall, we constructed a similar sculpture using the sporting equipment we found on the premises and added various adidas products."
By relating a commercial project to a more personal, noncommercial project, FUEL moves what might otherwise be a conventional shoe advertisement into a new realm, appropriating the products as elements in their own art, rather than allowing the product to dictate the content.