The adidas SL 72 silhouette needs no introduction. First crafted in 1972, it was a bona fide hit during the running boom of the 70s. Now, over five decades later, adidas Originals is celebrating the enduring legacy of this groundbreaking sneaker with a global campaign that breathes new life into two iconic looks.
This campaign isn’t just a celebration of the past, however; it’s a testament to the enduring relevance of the SL 72 in today’s world. Originally launched as part of the revolutionary “Super Light” (SL) series, the SL 72 embodied adidas’ commitment to empowering athletes with innovative technology. Its lightweight construction set the stage for a paradigm shift in running footwear, forever changing the game for runners seeking speed and agility.
The adidas SL 72 transcended the track, however, becoming a cultural icon that continues to resonate with sneaker enthusiasts today. Decades on, it remains a popular choice for those who appreciate timeless design and exceptional comfort.
This season’s campaign highlights two distinct iterations of the iconic SL series: the blue, white, and red SL72 RS for men and the green, white, and yellow SL 72 OG W for women. Both silhouettes stay true to the original design philosophy while being subtly reimagined for a contemporary audience.
The campaign imagery, shot by visual storyteller Kenny Germé and styled by New York-based stylist Cece Liu, pays homage to the aesthetic sensibilities of vintage running catalogs. Vibrant color palettes pop against a backdrop of clean lines and undeniable simplicity. The resulting visuals perfectly capture the essence of the adidas SL 72: a timeless design that remains fresh and relevant.
The adidas SL 72 represents a commitment to innovation, comfort, and timeless design. This new campaign from adidas Originals celebrates the past, present, and future of the SL 72, solidifying its place as a legend in the footwear world.
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