SL 72 Originals

Born in 1972 for the Munich Games, the SL 72 defined super-light speed and set a new pace for culture. For its return, I shaped a global story that honored the silhouette's Olympic roots while placing it in the present. The campaign blends archival catalog cues with saturated color and modern motion, led by Bella Hadid alongside A$AP Nast, Jules Koundé, and Sabrina Lan.

From a Times Square moment to a short film, the release framed the SL 72 as both artifact and icon. Public conversation around Bella's appearance surfaced complex associations, and the rollout was revised with care while keeping the creative intent clear. The result is a revival that feels timely and true to the original spirit of speed.