adidas Originals → SL

Vibrant, handcrafted textural forms showcase adidas Originals’ SL sneaker.

Design, Production + Install

StudioXAG

Photography

Melvyn Vincent

adidas Originals x StudioXAG: SL Launch

The SL first launched in the 1970s and was originally designed to be worn at the Olympics. Athletes embraced the shoe not on the tracks and fields, but wore them between competitions and on the podiums. These podiums were an opportunity to speak up in front of the world, to inspire real change in society.

Spotlighted in WGSN’s ‘Empower Up!’ trend.

The SL has been reimagined for a new generation that boldy pushes change in the world.

Our window and in-store display at Hanbury Street and Foubert’s Place playfully subvert the concept of those podiums, utilising richly textured abstract forms to exhibit the new SL.

Many icons end up on podiums, few start there. Designed for athletes in the 1970s, the SL 72 was adopted by change-makers around the globe. A shoe that needs no introduction, but definitely a reissue.

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