Singapore – Adidas is reviving one of its most recognisable silhouettes, unveiling a global campaign for the Adidas Superstar fronted by Samuel L. Jackson and a roster of music, sport, and fashion names.
The Spring 2026 push, released this week, positions the Superstar as a cross-generational staple, pairing Jackson with Blackpink’s JENNIE, model Kendall Jenner, Spanish footballer Lamine Yamal, rapper Baby Keem, NBA player James Harden, skateboarder Tyshawn Jones, and British singer Olivia Dean.
The campaign is set inside a fictional “Hotel Superstar”, where Jackson moves through a series of rooms occupied by the featured talent, each wearing the black-and-white sneaker.
Directed by Thibaut Grevet, the film centres on the idea of the Superstar as a design that transcends eras.
“The campaign celebrates the next era of the Superstar through both timeless design and cultural relevance,” said Annie Barrett, vice president of marketing at Adidas Originals.
The release forms part of a broader Spring 2026 collection that retains the shoe’s signature shell toe and monochrome base, while adding red accents across apparel.
The announcement comes as global sportswear brands double down on heritage franchises to steady sales in a competitive lifestyle segment.
Adidas said the campaign will roll out globally through coordinated content, brand activations, and in-person events during the Spring 2026 season.
First introduced as a basketball shoe in the 1970s, the Superstar was later adopted by hip-hop artists and streetwear communities.
Adidas is now seeking to reinforce its status as a core lifestyle product as it competes for market share across North America, Europe, and Asia.
