Everything
There are few true icons in the world of sneakers and three of them belong to the adidas Originals lineup: the Gazelle, Samba, and Handball Spezial, once originally designed for specific sports including soccer and handball, but have since carved a place into the various fashion subcultures globally, have become the focus of the brand’s latest campaign.
The Black 1000s pulls focus onto these three iconic models that have found their way into everything from skate culture, hip hop, rave scenes and even the quiet luxury movement.
The campaign, directed by Vincent Haycock and featuring professional skateboarder Carlisle Aikens from the adidas Skate Team, captures the enduring appeal of these models. Through a continuous shot, it illustrates the diverse people and subcultures that have embraced these sneakers, showcasing the myriad ways they are worn and the new meanings they have acquired over time. Accompanying still images further celebrate the individual styles and personalities that have contributed to the legacy of these iconic designs.
In addition to the main campaign, adidas Originals has launched a digital hub for fans to share their own experiences and styles with the Gazelle, Samba, and Handball Spezial, encouraging user-generated content with dedicated hashtags for each model. Local campaigns are also set to roll out in Sydney and Melbourne, offering more insights and celebrating the community spirit around these sneakers.
Amidst this celebration of current classics, the campaign also nods to the legacy of the SL72, a significant model in adidas’s history. First introduced in 1972 in preparation for the Munich Olympic Games, the SL72 was a pioneering lightweight running shoe that quickly became a favourite among various subcultures and creatives worldwide. Notably, it was the first adidas style to feature the now-iconic Trefoil logo. The SL72 has been recently updated and reintroduced, available in four colourways ahead of the Paris Olympics.
The story of adidas itself stretches back over decades, with the brand having been founded by Adi Dassler in 1949. From its humble beginnings, adidas has grown into a global sportswear giant, known for its innovative designs and deep connections with sports, fashion, and culture. The reintroduction of the SL72 alongside the ongoing popularity of the Gazelle, Samba, and Handball Spezial exemplifies adidas’s commitment to honoring its heritage while continuing to innovate and influence fashion and culture across the globe.
