Adidas has lined up some major star power for latest campaign for its iconic Superstar franchise.
The German sports brand is featuring rapper, songwriter and producer Missy Elliott, skateboarder Mark Gonzales, NBA star Anthony Edwards, rapper GloRilla, singer and songwriter Teezo Touchdown, musician Jennie and model and actress Gabbriette in a film that is narrated by actor Samuel L. Jackson.
The campaign features two chapters: First was “Pyramids,” a teaser that was released last week with Jackson pondering the lasting significance of the pyramids that he describes as: “big old piles of rock, middle of the desert, they ain’t shiny, they don’t light up, no Wi-Fi, no holograms and not even a food court. But 4,000 years later, people still fly across the world to see them. Why? Because they were made to last.” The video ends with Jackson — dressed in a track suit with the signature Adidas three stripes — putting his Superstars up on a table.
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The second chapter, titled “Clocks,” features the seven faces from music, basketball and street culture. “When icons wear icons, culture moves,” the brand said in a statement.
“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 for Adidas Originals. “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.”
This marks the latest campaign for Originals, which offers collections rooted in sport but adopted by culture. The sub-brand was created in 2001 to reimagine key pieces within the company’s archives. The collection uses the Trefoil logo that was introduced in 1972. Over the years, Adidas Originals has partnered with Run-D.M.C., Y-3, Kith, Pharrell Williams’ Humanrace, Sporty & Rich and others.
The campaign was directed by photographer and filmmaker Thibaut Grevet. It serves to promote the Superstar shoe, which is being offered in either white or black, as well as the Firebird Tracksuit, which was introduced in 1967.
In the first quarter of fiscal 2025, Adidas reported that the company posted double-digit increases in footwear, apparel and lifestyle revenues in the period, led by Originals and other categories.
