Adidas Originals introduces a new chapter for the Superstar, reinforcing the sneaker’s lasting cultural presence through a global campaign and updated apparel collection. Originally created for basketball, the Superstar gained recognition through streetwear and continued influence across music, fashion, and sport. This season, adidas Originals presents the Superstar through a campaign led by actor Samuel L. Jackson, who returns to guide the visual narrative.
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Samuel L. Jackson narrates the campaign while appearing alongside a group of cultural figures who shape contemporary creative fields. The cast includes k-pop superstar and Blackpink member Jennie, reality star and model Kendall Jenner, the super talented football player Lamine Yamal, rapper and record producer Baby Keem, basketball star James Harden, skateboarder Tyshawn Jones, and this year’s Grammy Best New Artist Olivia Dean.
Photographer and filmmaker Thibaut Grevet directed the campaign, which takes place inside a fictional setting called Hotel Superstar. The hotel creates a cinematic environment where Jackson encounters each participant in separate spaces. Corridors and rooms reveal individual creative identities, with each figure wearing the Superstar. This setting frames the sneaker as a constant element shared among individuals who define contemporary culture.
Annie Barrett, Vice President of Marketing at adidas Originals, described the campaign as an exploration of the Superstar’s continued relevance. She explained that the campaign reflects the next era of the sneaker while maintaining its recognizable design. She also noted that the campaign introduces unexpected visual elements while reinforcing the sneaker’s connection to music, fashion, sport, and art.
The Spring 2026 apparel collection reinterprets the Superstar aesthetic through updated textures and color combinations. The classic black and white palette appears alongside red accents, creating graphic contrast across garments. The men’s collection includes tracksuits with looser silhouettes and color blocking that incorporates adidas’ three stripes. Tyshawn denim shorts introduce denim into the seasonal offering, accompanied by neutral-toned T-shirts and jacquard jerseys.
The women’s collection expands the track jacket format through multiple fabric treatments. The Superstar Tracktop appears in faux leather and crochet, presenting alternative material interpretations of a familiar silhouette. Kendall Jenner appears in the Equipment Blocking Red Jacket, reinforcing the garment’s presence within the campaign imagery. These pieces connect athletic references with contemporary styling.
adidas Originals supports the campaign through a global rollout that includes digital content, brand activations, and in-person experiences. This approach extends the Superstar’s presence beyond product release, reinforcing its continued role within fashion and cultural production.
