Adidas Originals Revives Iconic SL 72 Sneakers for Paris Olympics Campaign

Adidas Originals has launched a new campaign celebrating the rebirth of its iconic SL 72 sneakers, marking a significant return of this classic model. First introduced in 1972, the SL 72 was initially released in conjunction with the Munich Olympics, and its revival aligns perfectly with the upcoming Paris Olympics.

The campaign, created by Kenny Germé, showcases the SL 72 sneakers as the centerpiece, featuring a diverse cast of influential figures from the fashion and sports worlds. Top model Bella Hadid, football star Jules Koundé, polymorphic creative A$AP Nast, model Sabrina Lan, and musician Melissa Bon are all part of the campaign, paying homage to the SL 72’s iconic status.

A key element of the campaign is a short film directed by Thomas Lachambre. This film employs a conceptual narrative to explore the evolution of "Originals" who have embraced the style of the SL 72 sneakers. The film features a symbolic bouquet of flowers, which is presented to the campaign’s protagonists as they ascend to the podium of victory. This imagery serves as a metaphor for sport, success, and the upcoming Olympic Games, while also highlighting the five new colorways of the SL 72 model.

Overall, Adidas Originals’ campaign for the SL 72 sneakers not only celebrates a classic model's return but also connects it to the historic and contemporary significance of the Olympics, blending fashion, sports, and success into a cohesive narrative.