adidas Originals and Samuel L. Jackson go on a Superstar hunt

adidas Originals is turning the spotlight back on its signature sneaker, the Superstar, with a cinematic Spring 2026 campaign that celebrates its cross-generational influence.

Legendary actor Samuel L. Jackson returns, navigating a surreal hotel in search of his “Superstars” – a new wave of cultural icons including global music star JENNIE, model Kendall Jenner, football prodigy Lamine Yamal, musical innovator Baby Keem, NBA star James Harden, skateboarding legend Tyshawn Jones, and rising pop talent Olivia Dean.

The campaign, directed by photographer and filmmaker Thibaut Grevet, positions the Superstar as more than a sneaker. In the 90-econd spot, Jackson moves through Hotel Superstar, a timeless, cinematic space where each room reveals an icon shaping today’s culture. The narrative reinforces the shoe’s status as “The Original icon”, a symbol of self-expression, style, and authenticity unbound by eras.

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The Spring 2026 collection updates the classic silhouette with subtle tonal and textural shifts across apparel and footwear. Men’s pieces feature looser tracksuits, denim shorts, and jacquard jerseys, anchored in the brand’s signature black-and-white palette and energised by bold red accents.

Women’s designs, highlighted by Kendall Jenner, reinterpret the track jacket in structured faux leather, crochet, and the equipment blocking red jacket, blending sport and streetwear.

adidas Originals plans a global rollout with coordinated brand activations, immersive experiences, and digital content designed to reinforce the Superstar’s enduring cultural footprint.

”The campaign celebrates the next era of the Superstar through both timeless design and cultural relevance,” said Annie Barrett, vice president of marketing, adidas Originals. “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. The new campaign pushes the bounds of reality with unexpected twists.”

The campaign builds on adidas Originals’ earlier “Superstar, the Original” push from July last year, which positioned the sneaker as more than a throwback. That campaign also enlisted Samuel L. Jackson and a cross-generational cast – including Missy Elliott, Mark Gonzales, NBA star Anthony Edwards, GloRilla, Teezo Touchdown, Gabbriette, and JENNIE – to reinforce the Superstar’s legacy as a cultural icon.

Directed by Thibaut Grevet, the two-part films, "Pyramids" and "Clocks", drew parallels between ancient monuments and the shoe’s enduring influence, bridging decades of music, sport, and street style.

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