Adidas is celebrating the return of the iconic SL 72 sneaker with a new campaign, honoring its rich legacy and cultural impact. Having introduced the brand platform “We Gave the World an Original, You Gave Us a Thousand Back” in 2023, Adidas is now giving the thousands of Originals their due recognition. This summer, the brand is shining a spotlight on the SL 72 silhouette, reviving the timeless design that first debuted in 1972.
The SL 72 sneaker made its mark in the summer of 1972, initiating a significant shift in the design and functionality of running shoes. Over fifty years later, the fusion of sport and culture is more evident than ever, and the SL 72 remains a beloved icon worn worldwide. To reintroduce this classic to a new generation, Adidas is launching five vibrant colorways of the SL 72. The collection includes two distinct versions: the SL 72 RS and the SL 72 OG, available in white, red, black, blue, and yellow.
The campaign celebrating the SL 72’s return is brought to life through the lens of renowned photographer Kenny Germé. Featuring prominent figures from sports and culture, the campaign stars supermodel Bella Hadid, footballer Jules Koundé, creative polymath A$AP Nast, musician Melissa Bon, and model Sabrina Lan. Their participation underscores the SL 72‘s broad appeal and enduring relevance in contemporary culture.
Adding to the campaign’s narrative is a short film directed by Thomas Lachambre. The film artistically depicts the evolution of the SL 72, showcasing its journey from a single original design to inspiring a thousand variations. This visual storytelling highlights the sneaker’s impact and the creativity it has sparked over the decades.
The campaign also introduces a symbolic gesture: a bouquet of flowers given to each Original, celebrating their individuality and influence. This act transforms the summer of sport into a celebration of the SL 72, emphasizing the sneaker’s role in both athletic and cultural spheres.
Adidas’s revival of the SL 72 not only pays homage to its storied past but also cements its place in the future of fashion and sport. By blending heritage with modernity, the SL 72 campaign exemplifies Adidas’s commitment to innovation and originality, inviting a new generation to experience the legacy of this iconic sneaker.
View the collection in the Gallery below:
