ADIDAS ORIGINALS: SL72 SS24
Design System & Campaign
We gave the world an original, you gave us a thousand back.
Born in the ’70s at the peak of the Munich Olympic games, the SL 72 was the latest in running technology. Being one of the firsts to utilize nylon panels, the SL claims “Super Light” in the name.
Inspired by this rich but yet unexplored heritage, we introduce SL 72 as the running-inspired silhouette that can be worn for the most elevated of sensibilities by referencing the codes and presentation of ’70s running catalogs—the quintessential blurring of past into future that is the hallmark of the Originals label.
New York,NY
March 2024
Creative Team:
Group Creative Directors: Jeph Burton, Hunter Hampton
Creative Directors: Alfonso Ruiz & Zack Browne
Designer: Isobel Connelly
Design System & Campaign
We gave the world an original, you gave us a thousand back.
Born in the ’70s at the peak of the Munich Olympic games, the SL 72 was the latest in running technology. Being one of the firsts to utilize nylon panels, the SL claims “Super Light” in the name.
Inspired by this rich but yet unexplored heritage, we introduce SL 72 as the running-inspired silhouette that can be worn for the most elevated of sensibilities by referencing the codes and presentation of ’70s running catalogs—the quintessential blurring of past into future that is the hallmark of the Originals label.
New York,NY
March 2024
Creative Team:
Group Creative Directors: Jeph Burton, Hunter Hampton
Creative Directors: Alfonso Ruiz & Zack Browne
Designer: Isobel Connelly
