- Adidas Originals has united major names from across the cultural landscape for its “Superstar, the Original” campaign, per details shared with Marketing Dive. Produced by agency Johannes Leonardo, the campaign was directed by Thibaut Grevet.
- Samuel L. Jackson narrates a teaser (“Pyramids”) and a hero spot (“Clocks”) that talk to the timeless nature of the Superstar sneaker. The latter features Jackson alongside musicians Missy Elliott, GloRilla, Teezo Touchdown and Jennie; athletes Anthony Edwards and Mark Gonzales and model-actress Gabbriette.
- The campaign builds on the apparel brand’s “The Original” campaign from earlier this 12 months and appears to exhibit the influence of the the Superstar by connecting ‘90s trailblazers with contemporary stars.
Adidas Originals has enlisted a raft of superstars in service of the Superstar, the brand’s iconic shelltop sneaker that was introduced to the general public in 1970. The shoe first moved from the basketball court to the cultural sphere when it was worn by Run-D.M.C. circa “My Adidas” and again popularized by boundary-pushing figures in the late Nineties.
To proceed that longstanding cultural play, Adidas brought together three figures who made an impact in the ‘90s — actor Jackson, musician Elliott and skateboarder Gonzales — with a various solid of latest culture makers, including rapper GloRilla, singer-songwriter Teezo Touchdown, K-pop star Jennie, Charli XCX muse Gabbriette and NBA all-star Edwards.
The campaign’s hero spot ponders the character of time and clocks in striking black-and-white photography while Teezo Touchdown plays piano, GloRilla dances on a limo and Edwards wonders aloud if that’s Sam Jackson talking. Elliott also breaks the fourth wall, answering a pay phone call and noting the small print of the production’s soundstage. In voiceover, Jackson positions the Superstar as a timeless icon.
“The Superstar has at all times been greater than only a sneaker — it’s a logo of originality and a spark for cultural change,” said Annie Barrett, vice chairman of promoting at Adidas Originals, in an announcement. “From street corners to global stages, it’s been worn by those that don’t wait for permission to steer. This campaign isn’t about looking back — it’s about spotlighting a brand new generation of Originals who’re constructing what’s next, unapologetically.”
A 60-second teaser featured a one-shot monologue from Jackson — outfitted in an Adidas tracksuit, white Superstars and his signature Kangol cap — in regards to the timeless quality of the pyramids.
Edwards also featured in Adidas’ masterbrand “You Got This” campaign, which showed athletes pushing through adversity with the help of mentors. The research-backed effort put Adidas in company with other brands which have focused on the mental and physical toll of sports — and in contrast with grittier, win-at-all-costs marketing from competitor Nike.
Adidas saw better-than-expected results in the primary quarter of 2025, with currency-neutral revenues increasing 13% over the prior 12 months. Growth was lead by its footwear category, with Originals seeing double-digit growth in footwear and apparel.
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