UPDATING A TRUE ORIGINAL

Bringing back the iconic SL72 for a new generation

SL72. This now iconic Adidas trainer was first introduced in 1972 as a super lightweight track shoe. It went on to become a timeless classic. Loved by sneakerheads and fashionistas for its sleek, understated design and retro charm. For SS24 and FW24, adidas was pulling it out of the archives for a re-release.

SL72 sneakers, with bold “SL72” signage behind.

Two vibrant floral arrangements—one yellow, one blue—styled alongside SL72 sneaker elements.

STARTING WITH A GLOBAL TOOLKIT

We created a retail toolkit that helped successfully activate the SL72 franchise for DTC and wholesale stores. Bringing integrated campaigns to life for global markets.

We delivered the retail strategy and store design across the full consumer journey, including activation concepts. Our work extended the brand and franchise narrative into physical spaces. A seamless omni-channel campaign that played with the SL72’s enduring appeal.

FLEXING INTO IMMERSIVE FLAGSHIP TAKEOVERS

We reimagined the Adidas Paris Flagship with a bold, immersive launch zone inspired by our global toolkit. Premium steel fixtures and draped curtains lent the space a distinctive, elevated feel.

A storefront window display with SL72 campaign graphics and multiple shoe installations.

A brightly lit Adidas retail store interior showcasing the SL72 collection, featuring mannequins dressed in sporty outfits, campaign posters, and display walls filled with apparel and sneakers, all framed within a modern metal grid structure.

At the centre of the activation, a gallery-style installation showcased customised SL72 trainers, designed by store staff and released as Paris-exclusive limited editions. Influencers were invited to capture content and experience the launch first-hand, amplifying awareness and driving post-event footfall and sales.

A wide retail display featuring an Adidas SL72 setup with red velvet curtains and sneakers positioned below a large window.

The activation encouraged self-expression, with try-on moments and content creation opportunities throughout the weekend. Guests felt welcomed and inspired, with many expressing appreciation for being part of such a standout brand experience.

A person lacing red SL72 sneakers at a tabletop surrounded by other shoes and materials.

A DJ performs at an Adidas SL72 launch event with equipment and branding visible.

We brought the same energy to London, transforming the Oxford Street flagship by dedicating the full entrance to SL72. A live DJ set the tone for the space, surrounded by curated displays and vitrines celebrating the trainer’s legacy. Colourful foliage installations elevated the environment, creating a vibrant and immersive retail experience.

A series of sneaker-themed digital posters displayed in a dark retail interior.

A split-screen digital display with sneaker visuals and campaign graphics inside an Adidas store.

A tabletop display with SL72 sneakers, promotional materials, and blue backdrop decor.

To extend engagement beyond the physical space, we launched a bespoke SL72 Track & Field game — a nostalgic, AI-generated pixel art experience set on the streets of London. Players raced through the city in SL72s, unlocking in-store prizes and deepening their connection to the campaign.

Close-up of a suspended sneaker display showcasing Adidas SL72 shoes in various colorways, including yellow with black stripes and white with red stripes, against a backdrop of a large red banner and a digital screen showing a blue-toned sneaker graphic.

A vintage-style arcade game machine decorated with red and white flowers on top displays the screen "SL72 RUN LDN" surrounded by a backdrop of a large digital image showing red Adidas SL72 sneakers on a vibrant red textured surface.