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Blue Adidas SL 72 sneaker displayed on a shelf featuring colorful plastic chain links and bead customization.

SL72 adidas

Client: adidasCategory: RetailLocation: UK

Bringing back the iconic SL72 for a new generation

The Adidas SL72 trainer, first introduced in 1972 as a lightweight track shoe, became a timeless classic loved for its sleek, understated design and retro appeal . For the SS24 and FW24 seasons, Adidas revived the SL72, and IMA created a global retail toolkit to activate the franchise across direct‑to‑consumer (DTC) and wholesale channels . This seamless omni‑channel campaign extended the brand narrative into physical spaces, elevating the trainer’s enduring appeal .

Split view showing customized red SL 72 shoes with shell charms and a woman posing against a red curtain backdrop.Red Adidas SL 72 sneaker displayed on a shelf, customized with a gold chain and colorful charms.Interior of an Adidas store featuring SL 72 sneaker displays on white grid shelves and a mannequin in red sportswear.Clothing rack displaying green and black Adidas puffer jackets in front of red curtains and a trefoil logo screen.Split view of a polaroid photo wall and hands adding ribbons and lace to red Adidas SL 72 sneakers at a workshop.

Flexing into immersive flagship takeovers

The Paris flagship store was reimagined as an immersive launch zone featuring premium steel fixtures and draped curtains . A gallery‑style installation showcased customised SL72 trainers designed by store staff as Paris‑exclusive limited editions; influencers were invited to experience the launch first‑hand, amplifying awareness and driving post‑event footfall . The activation encouraged self‑expression with try‑on moments and content‑creation opportunities, leaving guests feeling welcomed and inspired.

The same energy was brought to London by dedicating the Oxford Street flagship entrance to the SL72, with a live DJ, curated displays and vitrines celebrating the trainer’s legacy. Colourful foliage installations created a vibrant retail environment .

Split view of a female DJ performing at an event and a chrome arcade machine against a digital sneaker wall.Chrome arcade machine branded with SL 72 and decorated with flowers on a silver counter in an Adidas store.Illuminated museum-style display cases and blue shelves showcasing various vintage and modern Adidas SL 72 sneakers."Originals Florist" pop-up stand featuring a blue floral trefoil logo on the wall and buckets of dried flowers.

Extending engagement beyond the physical space

IMA launched a bespoke SL72 Track & Field game – a nostalgic custom-illustrated pixel‑art experience set on London’s streets – allowing players to race in SL72s, unlock in‑store prizes and deepen their connection to the campaign .

Screen of a chrome Adidas arcade cabinet showing "SL 72 Run LDN" pixel art game amidst floral decorations.Close-up of blue and white plush Adidas trefoil logo toys hanging on chains with "Win Me" tags.

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