The SL 72 was developed over half a century ago and was a huge hit during the running boom of the 1970s.
Now, decades later, adidas Originals is celebrating the model’s return with a global campaign that brings two reimagined vintage models to life.
In 1972, adidas introduced its SL series to the world with the launch of a revolutionary, lightweight running shoe: the SL 72. The abbreviation “SL” was chosen to signal a paradigm shift in the running category.
The abbreviation SL stands for Super Light—a commitment by the brand to help athletes achieve greater speed and agility on the track.
From the 1970s to the present day, the silhouette has carved out its place in sneaker culture, and even decades later, the SL 72 is still worn by the “Originals.”
adidas Originals is known for its lightweight construction and versatility. This season, two different versions of the iconic SL series are in the spotlight:
The blue-white-red SL72 RS in men’s sizes and the green-white-yellow SL 72 OG W in women’s sizes. Each model from the brand’s T-Toe family is reborn in a contemporary context.
The campaign images, shot by Kenny Germé, a visual storyteller, and styled by New York-based stylist Cece Liu, pay homage to the aesthetics of vintage running catalogs, combining vibrant colors with an undeniably bold simplicity to carry on the legacy of the SL 72.
Super light. Super colorful. Super comfortable.
The adidas SL 72 is available in various colorways at 43einhalb, AFEW-Store, Allike, Asphaltgold, HHV, and SUPPA.
Photos via adidas, The Deffest
