In a nod to its rich heritage and enduring legacy, adidas Originals embarks on a global campaign celebrating the iconic SL 72 silhouette. With roots tracing back over half a century, the SL 72 emerged as a trailblazer during the running craze of the 1970s, captivating athletes and enthusiasts alike with its groundbreaking design. Now, in a testament to its timeless appeal, adidas Originals reintroduces this classic sneaker to a new generation through a meticulously curated campaign.
A Legacy Reimagined: The Story of SL 72
Originally unveiled in 1972, the SL 72 marked a significant milestone in adidas’s pursuit of innovation. Its designation, “SL,” symbolized “Super Light,” underscoring the brand’s commitment to enhancing athletes’ performance with unparalleled speed and agility. Since its inception, the silhouette has transcended its sporting origins to become a cultural icon, firmly entrenched in the hearts of originals worldwide.
Honoring Tradition, Embracing Modernity
Renowned for its lightweight construction and versatility, the SL 72 remains a timeless symbol of athletic prowess. In its latest campaign, adidas Originals showcases two reimagined versions of this legendary silhouette: the blue, white, and red SL72 RS for men and the green, white, and yellow SL 72 OG W for women. Each iteration pays homage to the heritage of the T-toe family of silhouettes while infusing a contemporary twist for today’s discerning consumer.
Capturing the Essence: Campaign Aesthetics
Captured through the lens of visual storyteller Kenny Germé and styled by New York-based stylist Cece Liu, the campaign imagery seamlessly merges vintage charm with modern allure. Drawing inspiration from classic running catalogs, the visuals exude vibrant colors and bold simplicity, echoing the spirit of the iconic SL 72 silhouette.
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adidas Originals SL 72 Silhouette
As adidas Originals embarks on this global campaign, it invites enthusiasts to rediscover the enduring legacy of the SL 72 silhouette. With its rich history and timeless design, the SL 72 continues to inspire originals across generations, embodying the spirit of innovation and performance excellence that defines the adidas brand.
