adidas: Past, Present &Future of SL 72

adidas Originals pays Homage to the Past, Present, and Future of the SL 72 Silhouette with a New Global Campaign

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First crafted over a half a century ago, the SL 72 silhouette was a bonafide hit during the running boom of the 70s. Now, decades on, adidas Originals celebrates the inimitable legacy of the groundbreaking sneaker that refuses to stop running strong with a global campaign bringing to life two reimagined archival looks.

In 1972, adidas introduced the world to its SL series with the launch of a revolutionary lightweight running sneaker, the SL 72. Setting the stage for a paradigm shift across the running category, the abbreviation “SL” was chosen to denote “Super Light” – a marker of the brand’s commitment to empowering athletes with greater speed and agility on the track. From the 70s to the present day, the silhouette has taken its place in culture and decades on the SL 72 continues to stand strong on the feet of originals everywhere.

Renowned for its lightweight construction and versatility, this season adidas Originals shines a spotlight on two distinct iterations of the iconic 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. Each member of the brand’s T-toe family of silhouettes is reborn for a contemporary context.

Shot by visual storyteller Kenny Germé, with styling from New York based stylist Cece Liu, the campaign imagery itself expands on the narrative of the SL 72 by paying homage to the aesthetic sensibilities of vintage running catalogs, matching vibrant colors with an undeniably bold simplicity.