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Ever since the German brand introduced its SL series to the market in 1972, the adidas SL 72 model has become an icon of running fashion. Now, after over half a century, adidas Originals celebrates the unique heritage of this groundbreaking shoe, which still holds strong in the market, launching a global campaign that breathes life into two revitalized archival versions.
In 1972, adidas introduced its SL72 model to the world – a revolutionary, lightweight running shoe that set new standards in the athletic footwear category. The acronym “SL” was meant to stand for “Super Light” – a symbol of the brand committed to providing athletes with greater speed and agility on the track. From the 70s to the present day, this model has carved its place in culture, and the shoe remains a favorite among original enthusiasts worldwide.
Renowned for its lightweight construction and versatility, this season adidas Originals focuses on two distinct versions of the iconic SL model: the SL72 RS in men’s sizes in blue, white, and red, and the SL 72 OG W in women’s sizes in green, white, and yellow. Each member of the T-toe family has been refreshed, adapting to contemporary trends.
The campaign titled “Super Light. Super Colorful. Super Comfortable.” was photographed by Kenny Germé, with styling by Cece Liu, a stylist from New York. The campaign photos evoke the aesthetics of vintage running catalogs, blending vibrant colors with undeniable, bold simplicity.
The adidas SL 72 returns to online stores on March 28, continuing its remarkable journey in the world of fashion and sports.
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