Marina Abramović in Adidas commercial

What’s common between performance and sport? This relationship has decided to take a look at the artist Marina Abramović again on the occasion of the last edition of the FIFA World Cup. “Work Relation” is Abramovic performance from 1978, created in collaboration with another artist – Ulay. This year’s project is the result of collaboration with the brand Adidas. The advertisement issued during the football championship in Brazil, 11 people moves stones with one end of the room to the other in three different ways. The most effective is the work of people with a chain, because the power,as you know, lies in teamwork.

Participation in the commercial advertising of world-known artist identified with critical art has evoked huge controversy. However this is not first encounter of Abramovic with the world of pop culture. Previously she has worked with Lady Gaga and Jay Z.
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