It’s a new sneaker launch from a heritage brand perfectly summed up in one sentence: ‘Ellesse: since 1959, taking inspiration from the archive, reimagined for today’.

Thus, Pentland‘s sports giant, which is celebrating its 65th anniversary, has revealed the campaign for its “much anticipated” LSR sneaker, the brand’s new footwear offer. 

“It marks a step into the luxury fashion space” with the LSR’s elevated design “rooted in the brand’s archive and rich history as a long-standing Italian sports fashion brand”, it said.

And to front the campaign, it’s chosen model Kit Price, DJ Fiona Zanetti and content creator D’nieccio to establish the move into the luxury space through the campaign’s ethos that “a moment of escape is a true luxury”. 

Set in a traditional 20th century Italian villa, the campaign sees the LSR sneaker served on a silver tray by Price to couple Zanetti and D’nieccio, “symbolising the exclusive nature of the new design”.

The overarching design concept is derived from one of the brand’s “greatest” pieces: the Laser shoe. 

It comes in 11 colourways and is categorised into four main styles: Luxe, DNA, Archive, and Pop, each featuring unique characteristics. Luxe offers a selection of three colourways, each in high-grade suede with signature laser deboss lines and a non-slip rubber compound. 

DNA transforms the LSR into “a more future-facing design” inspired by the Laser OG and offered in two colourways. The style features colour and material combinations that channel the OG Ellesse palette of silver, electric blue, red, and outside green. 

Similarly, the Archive style also takes root in the brand’s Laser OG sneaker but with a more minimal approach in two colourways.

Finally, Pop uses more pastel colours designed for unisex wear and comes in four shades.
 
Available now on its website, in stores and at selected retailers, the LSR Luxe retails for £130 and the LSR DNA for £120.