Adidas Originals has officially launched its spring 2026 Superstar campaign featuring Samuel L. Jackson alongside a diverse group of prominent figures. The campaign, revealed on Thursday, includes singer Jennie, model Kendall Jenner, football talent Lamine Yamal, musician Baby Keem, NBA star James Harden, skateboarder Tyshawn Jones, and singer Olivia Dean, all showcasing the iconic Superstar sneaker.
This marks Jackson’s return to the campaign after his 2025 appearance, with director Thibaut Grevet reprising his role to craft the new visual story. In this installment, Jackson navigates a surreal world called Hotel Superstar, a timeless setting where he encounters the other stars, each wearing the Superstar shoe.
Purpose and Vision Behind the Campaign
Annie Barrett, vice president of marketing at Adidas Originals responsible for basketball and partnerships, explained that this new phase of the campaign aims to imbue the shoe and narrative with even greater depth and personality. The campaign blends texture, surrealism, and strong character while maintaining the classic Adidas Originals essence.
Barrett emphasized the intentional selection of the cast, describing the desire to authentically bridge sport and culture.
“We always want to ensure we bring the crossover from sport and culture to life through our work authentically – from basketball where it was born, to skate, to fashion, to music to film and beyond,”
she said. Barrett further highlighted that the stars chosen represent “generational talent” who redefine their fields and drive culture forward, reflecting the timeless spirit of the Superstar brand.
Design Evolution and Collection Highlights
The spring 2026 Adidas Originals collection reinterprets the Superstar aesthetic with subtle changes in tone and texture, adding a fresh polish. The color palette sticks to the classic black-and-white, energized by striking red accents. For men, this vision is expressed through looser-fitting tracksuits with red, black, and white color blocking featuring the iconic three stripes, complemented by Tyshawn Jones’ denim shorts, tees, and jacquard jerseys in neutral hues.
The women’s collection redefines the track jacket concept by introducing the Superstar Tracktop as a signature piece, modeled by Kendall Jenner wearing the Equipment Blocking Red Jacket. The range also includes softly structured faux leather and crochet variations, offering a modern yet nostalgic athletic look paired with contemporary tailoring.
A Global Rollout and Consumer Engagement Strategy
The campaign will launch worldwide this season, supported by an integrated plan that includes global content, coordinated brand activations, and immersive live experiences. Barrett underscored that the ultimate goal is for consumers to connect deeply with Adidas Originals.
“It was an honor to have Samuel L. Jackson come back for a second season,”
Barrett said.
“We wanted to bring texture, surrealism and character to life while remaining iconic and true to Adidas Originals. Working with renowned Thibaut Grevet across both chapters has been an incredible partnership, one where we can continue to push the creative world we have been building for Superstar and Adidas Originals.”
She continued,
“Whether that is from the storytelling, the partners, the branding, the product, or all of it, Adidas Originals is a brand for everyone, and to have consumers see and feel themselves within the brand is the dream. I also want them to see a brand that is credible, yet unexpected and bold …and fun!”
Significance of the Samuel L Jackson Adidas Campaign
This campaign represents a continued evolution of Adidas Originals’ Superstar identity, blending heritage with contemporary culture through influential talents across various industries. Featuring Samuel L. Jackson again adds a strong narrative continuity and star power that elevates the collection’s cultural relevance. By incorporating pioneers from sport, music, fashion, and film, Adidas underscores its commitment to authenticity and creativity.
Looking ahead, the campaign’s immersive approach and diverse cast are likely to solidify the Superstar as an enduring icon that resonates with new generations, affirming Adidas Originals’ position as a leader in lifestyle and sportswear innovation.
