DUBAI: US Palestinian Dutch supermodel Bella Hadid is the face of Adidas Originals’ new campaign for its SL “Super Light” 72 sneaker.
The brand is reintroducing the running shoe, which launched in the summer of 1972, in five colorways. Hadid took part in the launch campaign, which sees the model star in a digital and billboard campaign for the brand — with her image taking over a largescale billboard in New York this week.
“Lucky to still be able to have these (kinds) of pinch me moments,” Hadid posted on Instagram alongside a carousel of photos of the billboard.
The photographs for the campaign were shot in Paris and see Hadid posing in the shoes while wearing an Adidas top-and-shorts set with the brand’s identifiable three stripes. She holds a bouquet of red-hued flowers in the photos.
Hadid is celebrating more than just her latest campaign — this spring, the model launched her own brand Orebella. The inaugural products were three perfumes.
In July, the beauty entrepreneur announced that a percentage of the proceeds from her brand are being donated to the Orebella Alchemy Foundation, a charitable initiative aimed at creating positive change across various communities.
The Orebella Alchemy Foundation partners with organizations that are “deeply personal” to Hadid, such as Girls Club New York, which empowers young women and “youth of color,” and the Professional Association of Therapeutic Horsemanship International (PATH Intl.), which aims to change lives by providing equine-assisted services to people with disabilities.
“We will be donating a minimum financial donation of 1 percent of all Orebella net sales to charity, as well as delivering service hours, community outreach and social promotion,” Hadid wrote on social media. “I can’t wait to keep growing and including even more amazing organizations. I have so many different organizations that are important to me and we will continue to roll them out.”
