adidas Originals Reimagines Superstar with Samuel L. Jackson Campaign

The adidas Originals Superstar has moved fluidly across decades, subcultures and style movements without losing its identity. First introduced as a basketball shoe in 1969, the shell-toe sneaker was adopted by hip hop in the 1980s and has since been reinterpreted by successive generations. In 2026, adidas Originals has unveiled a new campaign titled The Next Chapter of The Original Icon: Superstar, extending that cultural narrative.

The spring campaign marks the second instalment of the brand’s “The Original Icon” platform, following its 2025 debut. Actor Samuel L. Jackson returns as the campaign’s central voice and on-screen presence. In the new film, Jackson guides viewers through a surreal setting called Hotel Superstar, searching for “his Superstars” in a metaphor-driven storyline.

The previous edition of the platform positioned the sneaker within a cinematic structure featuring segments titled “Pyramids” and “Clocks,” drawing parallels between enduring monuments and the shoe’s cultural lifespan. That framing established the Superstar as a symbol of longevity rather than a seasonal product. The 2026 iteration deepens that theme through theatre and allegory, focusing on legacy and influence.

Within the film, Jackson encounters a cast of contemporary cultural figures including Jennie, Kendall Jenner, Lamine Yamal, Baby Keem, James Harden, Tyshawn Jones and Olivia Dean. Each represents a different sphere of influence — music, sport, fashion and youth culture — reinforcing the sneaker’s cross-industry footprint.

For adidas Originals, the strategy blends heritage marketing with contemporary celebrity alignment. By retaining Jackson, whose own filmography spans franchises such as Star Wars and the Marvel universe, the brand maintains continuity while introducing newer faces who connect with younger audiences. Jackson’s established affinity for the brand, including his widely noted collection of adidas footwear, adds a layer of authenticity to the recurring collaboration.

Visually, the campaign retains the Superstar’s signature black-and-white palette while introducing red accents across apparel. The styling references both sport and streetwear, with relaxed tracksuits, updated track jackets and layered silhouettes. This aesthetic approach underscores the sneaker’s evolution from performance gear to cultural staple.

From a marketing perspective, the campaign illustrates how legacy brands are balancing archive equity with contemporary relevance. Rather than repositioning the Superstar entirely, adidas continues to frame it as a constant amid changing cultural landscapes. The narrative approach — blending metaphor, surrealism and multi-industry talent — reflects a broader shift toward cinematic brand storytelling in global sportswear advertising.

The Superstar’s endurance is central to the messaging. Instead of highlighting product innovation or technical upgrades, the campaign leans on cultural permanence. In an industry driven by rapid trend cycles, reinforcing timelessness can serve as a differentiator.

As sneaker culture matures and resale markets blur lines between fashion and collectibles, heritage models like the Superstar depend on storytelling as much as design. adidas Originals’ latest chapter suggests the brand sees narrative continuity — and a rotating cast of cultural ambassadors — as key to sustaining that relevance.