The adidas SL 72 are the must-have of this season

A slim silhouette and a design that has managed to combine performance and innovation over the years: the SL 72 model by adidas has marked a revolutionary epoch in the world of footwear since its inception. The SL sneaker (which stands for "super light") debuted at the Munich Olympics in 1972 as a model designed to offer runners excellent performance in terms of speed and agility on the track. However, adidas has accustomed us to seeing various models, born in the context of sportswear, flow into lifestyle clothing. The SL 72 was one of the first: the silhouette embodies adidas' commitment to pushing the limits of performance, combining cutting-edge materials and meticulous construction, but the design is also suitable for the most everyday looks. Today, the SL 72 sneaker, presented in 5 variants (red, white, yellow, black, and blue), does not abandon the past, maintaining all the sophisticated and unique features that made it famous, and reaffirms itself among the favorites of the solid Three Stripes community.

adidas Originals presents the new global campaign relaunching the iconic SL 72 sneaker, telling its story to a new generation of runners and sneaker lovers. The protagonists, ranging from sports to pop culture - starting with top model Bella Hadid, French national team and Barcelona phenomenon Jules Koundé, through artist A$AP Nast, and concluding with Melissa Bon and Sabrina Lan - were photographed by Kenny Germé. Accompanying the campaign shots is a short film directed by Thomas Lachambre. The campaign's narrative device is a bouquet of flowers, a symbolic object given to athletes who place on the podium, an important reference that fits perfectly with the start of the Paris Summer Olympics, highlighting adidas' leading role in the world of sportswear. The heritage of adidas is central to the relaunch of the SL 72 model, distinguished by the iconic Trefoil logo, used for the first time during the 1972 Olympics.