First crafted over a half a century ago, the iconic SL 72 silhouette was introduced during the Summer Olympics in 1972 but has since evolved into a footwear staple.
In 1972, adidas introduced the world to its SL series with the launch of a revolutionary lightweight running sneaker, the SL 72. Setting the stage for a paradigm shift across the running category, the abbreviation “SL” was chosen to denote “Super Light” – a marker of the brand’s commitment to empowering athletes with greater speed and agility on the track. From the 70s to the present day, the silhouette has taken its place in culture and decades on the SL 72 continues to stand strong on the feet of originals everywhere, such as likes of Palestinian-American model Bella Hadid.
Now, decades on, adidas Originals celebrates the inimitable legacy of the groundbreaking sneaker that refuses to stop running strong with a regional campaign exploring style and culture.
Shot by visual storyteller Tami Aftab, highlighting Arwa Almisawi and Charlize Miradi, the campaign imagery itself expands on the narrative of the SL 72 by showcasing the evolution of sneaker culture and how it transcends from the track to the street.
