Adidas Originals is tapping Hollywood cachet to reinforce the cultural standing of one of its oldest franchises. The brand launched its Superstar Spring 2026 campaign on Feb. 26, anchored by returning ambassador Samuel L. Jackson and a cast of seven figures drawn from music, sport, fashion and skateboarding.
Created by agency Johannes Leonardo and directed by Thibaut Grevet through production company DIVISION, the spot is set in a fictional “Hotel Superstar,” where Jackson moves from door to door, meeting a different cultural figure each time. adidas says the encounters are built to reflect each subject’s creative discipline and that the hotel concept is meant to signal the sneaker’s cross-generational pull.
Jackson is joined by K-pop and global music icon JENNIE, model and style figure Kendall Jenner, Spanish football prodigy Lamine Yamal, rapper Baby Keem, Grammy Award-winning British pop artist Olivia Dean, NBA (National Basketball Association) player James Harden and professional skateboarder Tyshawn Jones. The roster spans multiple consumer subcultures, broadening the campaign’s appeal beyond any single demographic.
Adidas Superstar: a franchise in need of constant renewal
The adidas Superstar – originally a basketball shoe introduced in 1969 – has long been one of adidas’ primary vehicles for lifestyle and streetwear positioning. Keeping it relevant requires sustained cultural investment. The Spring 2026 campaign is the second chapter in an ongoing series: the previous installment centered on the concept of time, while this one drops that framework in favor of a broader, personality-led narrative.
For Spring 2026, adidas is also updating the Superstar line, refreshing its signature black-and-white colorways with bold red accents across both footwear and apparel. Annie Barrett, Vice President of Marketing at adidas Originals, described the strategic intent: “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.”
What the cast tells you
Lamine Yamal, 17 at the time of writing and already one of Europe’s most commercially valuable footballers after a breakout season with FC Barcelona and Spain’s Euro 2024-winning squad, extends the campaign’s reach to younger audiences and strengthens adidas’ football equity.
JENNIE’s inclusion is especially relevant in the current market: after leaving YG Entertainment and pursuing an independent path through her own label, OA (Odd Atelier), her solo brand equity is arguably at its peak. Luxury houses and global advertisers increasingly treat her as a standalone “human luxury brand” rather than a group affiliate.
Olivia Dean, meanwhile, connects adidas to a fast-growing segment of UK pop listeners. Together, the line-up reflects a familiar playbook – the multi-icon, multi-subculture campaign – that Nike and other competitors have also used, making creative execution the key differentiator.
The campaign will roll out globally, supported by coordinated brand activations and in-person experiential events planned alongside the content release.
