From the Podium to the Streets with the adidas Originals SL 72
The 70s were a time of huge change in the grand scheme of human affairs. There was upheaval, there were certainly a few ups and downs, but importantly to sneakers, the 70s saw technological advancements move at a wild rate. The first commercial processors were hitting the market and right up there alongside space travel and the emergence of glorious disco, our sneakers were about to get a whole load techier. Leading the way of course was adidas, the de facto kings of cool in the 70s with their slick tracksuits, their impossibly well-made kicks and the legendary names that repped them.
The 70s kickstarted the evolution of sportswear to streetwear, as audiences went from just watching Kareem Abdul-Jabbar and Jerry West smash records, to wanting the same for themselves. From the podium to the streets, this was when the sneakers athletes repped exploded in popularity for everyday wear, as fans around the world sought to capture a touch of that adidas magic. But far from just adopting the ways of the greats they aspired to be, people were taking a legend and creating their own, as iconic adidas looks like the Superstar, SL 72 and Samba all became ingrained in pop-culture and our social fabric.
The SL 72 was the first Super-Light runner from adidas to ever hit the market. It dug deep with a weight-saving nylon upper banded by lush suede panels and a structured t-toe. Elegant in its refined simplicity, this modern re-issue treats us to a power-packed dose of 70s goodness with its sleek, low-profile upper in tandem with strikingly soft suede and premium leather hits. Layered underfoot is where we find that championship greatness shining through, as adidas drop a dual-density foam midsole for a cushioned, explosive response.
Grab your dose of 70s magic today with the adidas Originals SL 72!
Credits adidas Originals SL72:Talent: Angie Yien @angie_yddPhotographer: Sarah Stenfeldt @sarahstenfeldtPhoto Assistant: Alex Marcus @alexmarcusmagnierStylist: Mathilde Storm @mathildestormHair Stylist: Melisa Solomon @hairbylizzbdopeeMakeup Artist: Julie Prødel @julieproedelVideographer: Marcus Nielsen @filmbymnCreative Direction & Producer: NAKED Copenhagen @nakedcph