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The adidas Superstar, a timeless symbol of style and culture, is the focus of adidas’ latest campaign starring Samuel L. Jackson. The campaign, titled The Original Icon, was directed by photographer and filmmaker Thibaut Grevet and showcases Jackson on a quest to reclaim the legendary sneakers.
Samuel L. Jackson’s Search Through an Empty Hotel
In the campaign video, Samuel L. Jackson appears barefoot, dressed in a tracksuit adorned with the iconic trefoil logo, as he navigates an eerily quiet hotel searching for his missing adidas Superstar shoes. His journey through the deserted halls creates a stark atmosphere, emphasizing the importance of the footwear he seeks.
Along the way, Jackson encounters several familiar faces. Emerging from a couch is young soccer star Lamine Yamal, followed by appearances from model Kendall Jenner. These brief interactions build a sense of reverence and cultural significance around the adidas Superstar.
Exploring the Legacy and Cultural Impact of the Superstar Silhouette
Jackson narrates his search with reflective words on the heritage of the shoe.
“I was racking my brain trying to piece it all together, trying to remember. Then it all started to come back to me. I knew they were still here somewhere,”
he shares early in the video.
He continues,
“You can tell where they been, can’t you? The air still hums where they pass. The ground still remembers the weight they carry. Every mile I drive, every foot that goes by, I see them,”
highlighting the cultural footprint left by those who have worn the Superstar.
James Harden, adidas’ longtime athlete, briefly appears passing Jackson in the hallway, questioning the whereabouts of the shoes, adding another layer of connection to the brand’s athletic heritage.
Jackson offers this final reflection on impact:
“Most folks, they make moments, but some make movements. They don’t just walk through time. They leave it different than they found it.”
Unexpected Cameos and Revealed Surprises
The hallway setting continues to fill with notable figures, including artists JENNIE, Baby Keem, and Olivia Dean, who appear fleetingly. At one point, Jackson demands, “Where are my f-cking superstars!?” before removing his mask to reveal skateboarder Tyshawn Jones.
In a dramatic conclusion, the coveted Superstar shoes seemingly fall from the sky, symbolizing a new chapter for the iconic sneaker. This upcoming spring 2026 release retains the classic black-and-white design while introducing striking red accents.
Introducing a Fresh Look for Classic Apparel
The ad also highlights updates to trackwear accompanying the shoe release. adidas is updating tracksuits with looser fits and a bold color-blocking style. Additionally, denim shorts named after Tyshawn Jones will join the collection, alongside new tees and jacquard jerseys, signaling a modern reinterpretation of the brand’s staples.
With this campaign, adidas not only honors the Superstar’s enduring cultural significance but also sets the stage for its evolution, blending legacy with contemporary style.