Adidas Gives Originals Their Flowers with Latest SL 72 Campaign

Adidas is celebrating the essence of originality with its latest campaign for the iconic SL 72 sneaker, beautifully captured by the talented Kenny Germé and starring a lineup of titans from the worlds of sport and culture, including Bella Hadid, Jules Koundé, A$AP Nast, Melissa Bon, and Sabrina Lan. This campaign is not just a tribute to the sneaker's legacy but a vibrant acknowledgment of the many Originals who have embraced it over the years.

In 2023, Adidas launched its new brand platform, "We Gave the World an Original, You Gave us a Thousand Back," encapsulating the brand's deep-rooted influence and the myriad ways in which people have made their mark with Adidas Originals. This summer, the Trefoil returns to honor the countless Originals by spotlighting the SL 72 silhouette, a shoe that has seamlessly woven itself into the fabric of both sport and culture.

A compelling short film, directed by Thomas Lachambre, accompanies the campaign visuals. The film creatively depicts the journey of the SL 72, showcasing how it has grown from one original pair to thousands, symbolizing the widespread impact and enduring popularity of the sneaker.

First introduced in the summer of 1972, the SL 72 was a game-changer in the realm of running shoes. Its debut marked a significant evolution in sneaker design and performance, influencing the athletic world and beyond. Now, more than fifty years later, the SL 72 remains a timeless icon, celebrated by Originals across the globe.

To reintroduce this classic, Adidas is launching five new colorways of the SL 72. Each variant pays homage to the sneaker's rich history while infusing modern aesthetics, ensuring that the SL 72 continues to resonate with contemporary audiences.

Through this campaign, Adidas not only revisits the legacy of the SL 72 but also celebrates the Originals who have continuously inspired and redefined what it means to be an original. As these new colorways hit the shelves, Adidas invites everyone to step into the legacy and make their own mark, just as so many have done over the past five decades.