Samuel L. Jackson Crowns Adidas Superstar a Modern Icon

Adidas has once again captured the world’s attention by teaming up with Hollywood legend Samuel L. Jackson for its latest campaign, celebrating the enduring legacy of the Adidas Superstar sneaker. In a bold and creative move, Jackson declares the Superstar “the modern pyramids,” highlighting the sneaker’s lasting impact on fashion, sport, and culture.

A Sneaker Built to Last

The Adidas Superstar isn’t just another shoe—it’s a piece of history. Launched in 1969, the Superstar was originally designed as a basketball shoe, featuring a distinctive rubber shell toe for extra durability and support. Its all-leather upper set it apart from the canvas shoes that dominated the courts at the time, and by the early 1970s, it had become the go-to choice for NBA legends like Kareem Abdul-Jabbar and George Gervin. At its peak, over 75% of NBA players were wearing the Superstar on the court.

But the Superstar’s journey didn’t end with basketball. In the 1980s, it made a leap from the hardwood to the streets, thanks in large part to the hip-hop group Run-DMC. Their love for the shoe was immortalized in the hit song “My Adidas,” leading to the first-ever endorsement deal between a hip-hop act and a major corporation. The Superstar became a symbol of self-expression, swagger, and cultural rebellion.

Samuel L. Jackson: The Perfect Ambassador

Adidas Originals, the brand’s division dedicated to classic and retro styles, chose Samuel L. Jackson to front its new campaign for a reason. Jackson’s own legacy mirrors the Superstar’s—bold, timeless, and impossible to ignore. Known for iconic roles in Star Wars, Pulp Fiction, and the Marvel Cinematic Universe, Jackson brings a sense of authority and cool to the campaign.

In the campaign’s 60-second spot, Jackson stands before a backdrop reminiscent of the ancient pyramids, drawing a parallel between these wonders of the world and the Adidas Superstar. “Made to last, built to be unforgettable,” he says, before lacing up his own pair and declaring, “Only one thing compares: the Superstars on my feet.” The message is clear: the Superstar is not just a shoe, but a cultural monument.

Jackson’s connection to Adidas runs deep. He’s been spotted in various Adidas sneakers on and off screen, from grey Hamburgs in The Hitman’s Bodyguard to bright orange Basket Profis in Kingsman: The Secret Service. He even attended the opening of the Adidas Originals flagship store in London dressed head-to-toe in the brand.

The “Original” Campaign: Inspiring the Next Generation

Adidas’ Spring/Summer 2025 campaign, titled “The Original,” is more than just an ad—it’s a manifesto. Directed by Thibaut Grevet, the campaign celebrates the power of originality and the individuals who spark cultural revolutions. The Superstar II, alongside other iconic silhouettes like the Samba OG and Handball Spezial, is at the heart of this movement.

The campaign’s visuals and soundtrack, featuring “Only You (And You Alone)” by The Platters, evoke a sense of nostalgia while pushing the brand’s message forward: before there can be a thousand followers, there must be one original. Adidas wants to inspire future generations to create, innovate, and leave their own mark—just as the Superstar has done for over five decades.

Why the Superstar Still Matters

The Adidas Superstar’s appeal lies in its versatility and timeless design. Its clean lines, sturdy shell toe, and three-stripe branding have made it a staple in streetwear, skateboarding, and high fashion. The shoe’s ability to cross boundaries—between sport and style, past and present—has ensured its place as a cultural icon.

As Jackson puts it, the Superstar is “built to be unforgettable.” From the courts of the NBA to the stages of hip-hop and the streets of cities around the world, this sneaker has become a symbol of originality and staying power.

What’s Next for Adidas Originals?

With the launch of this campaign, Adidas is setting the stage for more drops and collaborations throughout 2025. The Superstar II, in particular, is expected to feature prominently in upcoming releases, ensuring that the legacy of the “modern pyramids” continues for a new generation of sneaker lovers.