Image source: Adidas
Adidas Originals has introduced a new chapter of its global platform “The Original Icon – Superstar”, in which legendary actor Samuel L. Jackson once again appears in the leading role. The campaign explores the timeless status of the Superstar model, one of the most influential sneakers in the history of streetwear culture.
In the new film, Jackson sets out on a search for his “Superstars”, moving through a surreal hotel space where time does not exist. During that journey he encounters a series of global cultural icons representing different generations and creative disciplines.
Among the protagonists of the campaign are Jennie, Kendall Jenner, Lamine Yamal, Baby Keem, Olivia Dean, James Harden and Tyshawn Jones, each of them representing a contemporary cultural moment through music, sport, fashion or skate culture.
The campaign was developed by the agency Johannes Leonardo, while direction is signed by photographer and director Thibaut Grevet, known for visually stylized fashion and music projects. The story is set in a cinematically conceived space called Hotel Superstar, a metaphorical place where different generations of creatives meet and where culture continues to evolve without the limitations of time.
As explained by Annie Barrett, Vice President of Marketing at Adidas Originals, the aim of the campaign is to show that the Superstar model still holds a relevant role in contemporary culture. “Superstars never disappear, they are timeless and iconic. This season we want to show how these sneakers remain relevant through music, fashion, sport and art. The campaign pushes the boundaries of reality and introduces unexpected narrative twists,” said Barrett.
The Superstar model was first launched as a basketball sneaker, but over the decades it grew into a symbol of streetwear culture and individual expression, especially after it was introduced into popular culture by hip-hop artists and pioneers of urban fashion.
As part of the Spring 2026 collection, Adidas Originals reinterprets the classic look of the model through subtle changes in texture and tonalities. The recognizable black-and-white combination has been refreshed with strong red accents, while the apparel collection includes wider-cut tracksuits, denim pieces and reinterpreted track jackets.
During the season, the campaign will expand globally through an integrated communication plan that includes digital content, brand activations and immersive physical experiences for consumers. In doing so, Adidas Originals once again seeks to confirm that the Superstar model is not merely a product from the brand’s archive, but a continuing symbol of cultural influence that every new generation redefines in its own way.
