The new global campaign from adidas Originals has been released, featuring the iconic SL 72 sneaker. The photographs for this project were taken by Kenny Germé, capturing the faces of the campaign’s stars: Bella Hadid, Jules Koundé, A$AP Nast, Melissa Bon, and Sabrina Lan. Respectively, they are a top model, football player, rapper and all-around creative, musician, and model – all paying homage to the return of the SL 72. In addition to the photos, there is a short film directed by Thomas Lachambre that conceptually represents the exponential growth phenomenon of the Originals who have worn and made this shoe their own. From the first Original face to the 1000 Originals who wear it today.
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The Bouquet and the adidas Originals SL 72
The bouquet seen in the campaign becomes a symbol given to athletes on the podium, evoking the world of sports, the Olympics, and a connection to the new five SL 72 colorways. Moreover, the flowers for this occasion are intended as a symbolic thank you from the brand to the community for making it the Must Have of the upcoming season.
The history of this sneaker takes us back in time, precisely to 1972, when it was first presented at the Olympics of the same year, sparking a paradigm shift in the world of running shoes. The SL 72 was just the beginning of a series of Super Light sneakers, and the model – originally designed for runners – later became significant in everyday life.
The new SL 72 will be available in 5 color variants: red, white, yellow, black, and blue. A perfect blend of tradition and modernity, continuing to be an icon of style and performance.
