adidas Originals enlists icons and disruptors to keep the 'Superstar' rebellious

adidas Originals is pushing the 'Superstar' back into the cultural spotlight with a bold reminder that the streetwear icon isn’t just a throwback.

Having first launched its global “The Original” platform earlier this year, the brand with the three stripes is rolling out the next chapter: “Superstar, the Original.” At the heart of the campaign is the idea that the Superstar’s status comes from pioneers who build crowds instead of joining them.

The new campaign goes big on star power, enlisting Samuel L. Jackson to narrate a cinematic two-part film that redefines what it means to be an Original today.

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Directed by Thibaut Grevet, the high-contrast black-and-white spot pulls together a cross-generational cast of cultural heavyweights, from Missy Elliott and skate legend Mark Gonzales to NBA star Anthony Edwards, Memphis rapper GloRilla, American singer-songwriter Teezo Touchdown, boundary-pushing model Gabbriette and global K-pop icon JENNIE.

In a move that’s part homage and part provocation, the first film, Pyramids, draws parallels between ancient monuments and the Superstar’s legacy of transcending sport and style, a silhouette that’s been remixed and re-adopted by every generation that refuses to just follow.

Meanwhile, the second chapter, Clocks, brings the full cast together in a statement that bridges decades of cultural influence, from 90s hip-hop to today’s boundary-breaking new icons.

In addition, the drop sees the 'Superstar' return in its classic colourways alongside the 'Firebird tracksuit', a nod to the late 90s era when the silhouette cemented itself as a staple for artists, skaters and style leaders alike.

"The 'Superstar' has always been more than just a sneaker —it’s a symbol of originality and a spark for cultural change,” said Annie Barrett, vice president of marketing at adidas Originals.

“From street corners to global stages, it’s been worn by those who don’t wait for permission to lead. This campaign isn’t about looking back—it’s about spotlighting a new generation of Originals who are building what’s next, unapologetically," 

“The Superstar has always been more than just a sneaker — it’s a symbol of originality and a spark for cultural change,” said Annie Barrett, vice president of marketing at adidas Originals.

“From street corners to global stages, it’s been worn by those who don’t wait for permission to lead. This campaign isn’t about looking back — it’s about spotlighting a new generation of Originals who are building what’s next, unapologetically.”

The global push flows seamlessly into adidas Originals’ local efforts in Asia, where the brand has been activating its message through bold, immersive experiences. Earlier this year, a giant Superstar sneaker and iconic shoe box installation broke ground at Hong Kong’s Fashion Walk, created in partnership with local agency We Glow.

The installation symbolised breaking constraints to embrace self-expression and invited urban creatives and street culture fans to connect with the Superstar’s rebellious legacy.

To amplify the message, adidas Originals partnered with cultural icons and influencers, rolling out thematic activations across Fashion Walk and adidas retail stores. The campaign also featured “The Original block party” in Central — a live event celebrating creativity, community and the rebellious spirit behind the Superstar.

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