adidas Originals Presents the Next Chapter of the Original Icon: Superstar
adidas Originals is ushering in a bold new chapter for one of the most influential sneakers in fashion and culture — the iconic adidas Superstar. The latest global campaign celebrates the enduring legacy of the shoe while introducing a new generation of cultural icons who continue to shape music, sport, and style.
At the center of the campaign is legendary actor Samuel L. Jackson, who returns to narrate and lead a cinematic search for today’s “Superstars.” Along the way, he encounters a diverse group of global talents including JENNIE, Kendall Jenner, Lamine Yamal, Baby Keem, James Harden, Tyshawn Jones and Olivia Dean.
A Cinematic Journey Through “Hotel Superstar”
Narrated by Jackson, the campaign unfolds inside the surreal world of Hotel Superstar — a place where time seemingly does not exist. As he moves through endless corridors and mysterious rooms, Jackson encounters cultural icons from different generations, each representing their own form of creativity, individuality, and influence.
Directed by acclaimed photographer and filmmaker Thibaut Grevet, the campaign blends cinematic storytelling with fashion and cultural symbolism. Each room inside the hotel reveals a different creative world, illustrating how the Superstar sneaker has remained a constant presence across evolving eras of culture.
The story acts as a metaphor for the sneaker itself — a design that continues to influence new generations without ever being tied to a specific moment in time.
Celebrating Cultural Icons
The cast of the campaign represents a cross-section of today’s cultural landscape. From music and fashion to sport and skateboarding, each individual reflects how the Superstar sneaker has transcended its basketball origins to become a universal symbol of self-expression.
According to Annie Barrett, Vice President of Marketing at adidas Originals, the campaign celebrates the sneaker’s lasting cultural significance.
“The campaign celebrates the next era of the Superstar through both timeless design and cultural relevance. Superstars never go away — they are timeless and iconic. This season we continue to show the relevance of this sneaker across music, fashion, sport and art.”
A Modern Take on a Classic Look
For Spring/Summer 2026, adidas Originals refreshes the Superstar aesthetic with updated apparel that balances nostalgia with modern tailoring. The collection introduces subtle changes in tone and texture while staying true to the sneaker’s classic design DNA.
The signature black-and-white palette remains at the core of the collection, energized with bold red accents for a contemporary edge.
The men’s collection features looser-fit tracksuits with striking red, black and white color blocking, highlighted by adidas’ iconic three-stripe design. Denim also takes center stage this season, with Tyshawn-inspired denim shorts, along with neutral-tone tees and jacquard jerseys.
Meanwhile, the women’s range expands the idea of the classic track jacket. The Superstar Tracktop emerges as a standout piece, showcased by Kendall Jenner wearing the Equipment Blocking Red Jacket. Other variations include sleek faux leather and crochet designs, blending sportswear aesthetics with elevated street fashion.
The Legacy of the Original Icon
Originally designed for basketball courts, the Superstar quickly moved beyond sport to become a cornerstone of streetwear culture. Over the decades it has been adopted by musicians, athletes, and artists — each generation redefining what the sneaker represents.
Today, adidas Originals continues to build on that legacy by connecting heritage design with contemporary creativity. Through this latest campaign, the brand reaffirms that the Superstar is more than just a sneaker — it is a symbol of authenticity and cultural influence that continues to inspire new voices across the globe.
With Samuel L. Jackson leading the search for today’s icons, the message is clear: the next chapter of the Superstar isn’t about keeping time — it’s about leaving it behind.
