Adidas and Pharrell Williams continue their long-running collaboration with the launch of the Superstar 92, a fresh interpretation of one of the brand’s most recognized sneakers. Pushing the boundaries of proportion and material, this release reinvents an icon while staying rooted in its legacy.
SNEAKERS
For the campaign, Pharrell brought in hip-hop duo Clipse, tapping into their shared Virginia roots. The visuals, captured by photographer Cam Hicks, unfold across Virginia Beach, creating a layered narrative that connects the sneaker’s evolution with the place that shaped its creator. The imagery captures the everyday rhythm of the city, weaving in familiar faces and locations, grounding the campaign in authenticity.
The Superstar 92, also known as the Double Wide, channels influences from the 1990s while integrating functional elements inspired by snowboard boots. This combination results in an amplified take on the original silhouette, featuring a heavily padded ankle collar for enhanced comfort and a thick sole that adds presence to its stance. The exaggerated proportions transform the sneaker into something more than a simple reissue, it becomes a reflection of the eras and influences that have shaped both Pharrell and adidas.
Emphasizing personal history, the design includes “VIRGINIA” stamped on the tongue, further cementing Pharrell’s tribute to the place that played a defining role in his career. The sneaker embraces the DNA of the original Superstar but expands on it, pushing its structure in a new direction without abandoning the foundation that made it iconic.
With Clipse at the forefront, the campaign extends beyond footwear and taps into the cultural resonance of Virginia Beach. Both Pharrell and the duo, comprising brothers Pusha T and No Malice, have built careers that intertwine with the identity of their hometown, making them natural figures to represent the sneaker’s story.
Shot against a backdrop of local streets, storefronts, and landmarks, the campaign is a reflection of a place and time. Cam Hicks, another Virginia Beach native, captures this through layered compositions that unfold gradually, showcasing the city’s textures, people, and movements. It’s a reminder that cultural influence isn’t limited to major fashion capitals, it thrives in communities that shape the people who go on to define trends.
The Superstar has long been a canvas for reinvention, from its origins in basketball to its deep ties with hip-hop and street culture. Pharrell’s take continues this evolution by pulling from unexpected sources, specifically, the exaggerated structure of snowboard footwear. This departure from convention adds a new dimension to the classic shell-toe design, giving it an edge that aligns with the bold aesthetic of the 1990s.
Beyond its visual impact, the Superstar 92 places an emphasis on comfort, with the padded ankle support enhancing the fit. The balance between familiarity and innovation ensures that this iteration of the sneaker remains connected to its roots while offering something new.
Set to release on March 1st, the Superstar 92 will retail for $200 and will be available in black and white at select adidas retailers as well as online. For those looking to secure a pair early, signups are now open through the Confirmed App.
