adidas Originals launches a new chapter in the story of the Superstar with a campaign led by actor Samuel L. Jackson. Known for his decades-long career across film and television, Jackson serves as narrator for the campaign’s opening teaser, Pyramids, which introduces themes of time, influence, and cultural permanence. The film sets the stage for what adidas calls a renewed expression of what it means to be an Original.
The campaign frames Jackson as a figure whose voice and presence reflect the longevity of the Superstar. His role in the project draws on his long-standing cultural presence and recognizability. The decision to have him introduce the campaign places the sneaker within a history shaped by consistency, impact, and long-term visibility.
Since its debut in 1969, the Superstar has been worn by athletes, musicians, and subcultures – first on the basketball court, then in hip-hop and streetwear. adidas now presents it as a design connected to legacy through repeated use and association. The campaign positions the Superstar as a consistent element in shifting cultural contexts, linked to individuals who carry its meaning forward through daily wear.
This first phase introduces the concept through narration. What follows is a multigenerational rollout of figures across creative disciplines – individuals selected for their ability to shape cultural direction over time. adidas refers to them as Originals, emphasizing long-term influence built through action, not visibility alone.
The Superstar remains unchanged in form, with its signature shell toe and low profile. In this campaign, its design functions as a platform – something familiar enough to carry new meaning through different wearers.
By opening with Samuel L. Jackson, adidas Originals draws a line between presence and longevity. His voice introduces the campaign with authority and familiarity, lending weight to the message of cultural continuity. The campaign introduces a forward-looking perspective, asking what it means to remain relevant.
