As adidas Originals continues to honor its rich heritage, the brand is shining a spotlight on the legendary SL 72 silhouette this summer. The new campaign, part of the “We Gave the World an Original, You Gave us a Thousand Back” platform launched in 2023, pays tribute to the countless people who have embraced and reimagined the iconic sneaker since its debut in 1972.
The SL 72 was a game-changer when it first hit the running scene, ushering in a paradigm shift in footwear design. Over the past five decades, the timeless silhouette has transcended its athletic roots to become a wardrobe staple for true Originals everywhere. To celebrate this legacy, adidas is reintroducing the SL 72 to the world with the launch of five vibrant colorways.
Two distinct iterations of the SL series – the SL 72 RS and the SL 72 OG – are released in a palette of white, red, black, blue and yellow. These fresh takes on the classic sneaker showcase its enduring appeal and versatility.
The campaign, a tribute to the thousands of Originals who have made the SL 72 their own, features an all-star cast shot by renowned photographer Kenny Germé. Top model Bella Hadid, footballer Jules Koundé, creative polymath A$AP Nast, musician Melissa Bon and model Sabrina Lan all lend their unique style and presence to the visuals, embodying the diverse and dynamic spirit of the SL 72.
Alongside the stunning imagery, a short film directed by Thomas Lachambre chronicles the journey of the SL 72 from a single original to a thousand iterations, each a testament to the creativity and individuality of its wearer.
The latest SL 72 campaign is now available at www.adidas.com.
Read more: adidas x Bad Bunny Gazelle San Juan, a tribute to Puerto Rican pride
©Photo: adidas
