SL72 adidas

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.

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.

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.