Dive Brief:
- Adidas Originals has united major names from across the cultural landscape for its “Superstar, the Original” campaign, per details shared with sister publication 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 speak 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 year and looks to demonstrate the influence of the the Superstar by connecting ‘90s trailblazers with contemporary stars.
Dive Insight:
Adidas Originals has enlisted a raft of superstars in service of the Superstar, the brand’s iconic shelltop sneaker that was introduced to the 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 1990s.
To continue 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 diverse cast of contemporary 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 nature 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 details of the production’s soundstage. In voiceover, Jackson positions the Superstar as a timeless icon.
“The Superstar has always been more than just a sneaker — it’s a symbol of originality and a spark for cultural change,” said Annie Barrett, vice president of marketing at Adidas Originals, in a statement. “From street corners to global stages, it’s been worn by those who don’t wait for permission to lead. This campaign isn’t about looking back — it’s about spotlighting a new generation of Originals who are building 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 — about the timeless quality of the pyramids.
Edwards also featured in Adidas’ masterbrand “You Got This” campaign, which showed athletes pushing through adversity with the aid of mentors. The research-backed effort put Adidas in company with other brands that 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 first quarter of 2025, with currency-neutral revenues increasing 13% over the prior year. Growth was lead by its footwear category, with Originals seeing double-digit growth in footwear and apparel.