ADIDAS CELEBRATES ORIGINALS WITH NEW CAMPAIGN FOR THE SL 72

Following the debut of the brand’s new platform, “We Gave the World an Original, You Gave Us Thousands Back,” in 2023, adidas Originals is shining a spotlight on its iconic SL 72 silhouette this summer with a special campaign that honors the countless Originals around the world.

Originally launched in the summer of 1972, the SL 72 sneaker revolutionized the world of running shoes. Over fifty years later, the line between sport and culture has never been clearer, and this classic silhouette continues to be a favorite among true Originals. To mark its reintroduction, the SL 72 will be available in five vibrant colors: white, red, black, blue, and yellow, offered in two versions—the SL 72 RS and SL 72 OG.

The campaign, shot by renowned photographer Kenny Germé, features a stellar lineup of global icons from the realms of sport and culture, including supermodel Bella Hadid, footballer Jules Koundé, creative artist A$AP Nast, musician Melissa Bon, and model Sabrina Lan. Complementing the campaign is a short film directed by Thomas Lachambre, which narrates the journey of the SL 72 from its inception to becoming a global phenomenon.

To celebrate the re-launch, each Original will receive a symbolic bouquet of flowers, turning this summer into a tribute to the SL 72 legacy.

The new adidas Originals SL 72 campaign launches on July 15 at www.adidas.com.