Bella Hadid & More Help Relaunch Adidas Originals’ Cult SL 72 — the Brand’s Retro-Inspired Classic

15.07.2024 21:35

FootwearNews.com

A new campaign spotlights the retro-inspired classic.

All products and services featured are independently chosen by editors. However, Footwear News may receive a commission on orders placed through its retail links, and the retailer may receive certain auditable data for accounting purposes.

Is the SL 72 going to be the next Samba? With notable figures in the world of sports and culture starring in a new campagin to relaunch the cult ’70s Adidas silhouette, it just might be.

Bella Hadid, footballer Jules Koundé, creative polymath A$AP Nast, musician Melissa Bon and model Sabrina Lan front the Adidas Originals campaign. The retro-inspired running classic comes in two iterations, the SL 72 RS and SL 72 OG, delivering five new colorways.

The campaign shoot, lensed by Kenny Germé, sees each model clutching a bouquet of flowers that coordinates with the colors of their shoes. The images are accompanied by a short film by Thomas Lachambre that tracks the rise of the SL 72.

bella hadid, adidas, adidas originals, adidas originals sl 72 campaign, adidas originals sl 72 og — Bella Hadid wears the SL 72 OG in red.

Each models a different color combination, with Hadid sporting the red OG version with hits of pink while ASAP Nast dons the yellow and black RS edition. Meanwhile, Lan shows off the black SL 72 OG featuring a mint green trim along the midsole.

asap nast, adidas, adidas originals, adidas originals sl 72 rs — ASAP Nast wears the SL 72 RS in yellow.

The SL “Super Light” 72 series originally launched in the summer of (surprise, surprise) 1972. Both the RS and OG feature low-cut nylon uppers with suede overlays, EVA midsole cushioning and rubber outsole offering reliable traction.

melissa bon, didas, adidas originals, adidas originals sl 72 rs — Melissa Bon wears the SL 72 RS in blue.

Now available to shop online for $100, the SL 72 RS has already sold out in the yellow and blue colorways. The latter, which Melissa Bon models, is done in royal blue with red and white accents, seemingly a patriotic nod to the U.S. ahead of the upcoming 2024 Paris Olympics.

sabrina lan, adidas, adidas originals, adidas originals sl 72 og black — Sabrina Lan wears the black SL 72 OG.

Last week, Bella Hadid was spotted in the red SL 72 OG outside of an Adidas Originals event in New York City. She styled the shoes with a matching soccer jersey and Levi’s cutoffs.