adidas SL 72, a sneaker that has stood the test of time, is celebrated in a new global campaign that pays homage to its past, present, and future. First introduced in 1972 during the running boom, the SL 72 silhouette was a revolutionary lightweight running sneaker that set the stage for a paradigm shift in the category. The abbreviation “SL” was chosen to denote “Super Light,” reflecting adidas‘ commitment to empowering athletes with greater speed and agility on the track.
The SL 72’s lightweight construction and versatility have made it an iconic sneaker that has taken its place in culture, refusing to stop running strong decades later. This season, adidas Originals shines a spotlight on two distinct iterations of the SL series: the blue, white, and red SL72 RS in men’s sizing and the green, white, and yellow SL 72 OG W in women’s sizing. These reimagined archival looks are reborn for a contemporary context, showcasing the timeless appeal of the adidas SL 72.
Visual storyteller Kenny Germé and New York-based stylist Cece Liu collaborate to create a campaign that expands on the narrative of the SL 72. The imagery pays homage to the aesthetic sensibilities of vintage running catalogs, matching vibrant colors with an undeniably bold simplicity. The result is a stunning celebration of the adidas SL 72’s legacy, highlighting its enduring impact on the world of sneakers and fashion.
You might also read:
As the adidas SL 72 returns on March 28th on adidas.com, the campaign serves as a reminder that true classics never go out of style, and the adidas Originals SL 72 is a shining example of a sneaker that continues to inspire and captivate, just as it did when it first hit the track in 1972.
© adidas
