The Adidas Originals advert featuring Samuel L. Jackson
The Adidas Originals advert celebrates the new era of the Superstar with a parade of cultural icons.
When a brand has an iconic product, every new iteration becomes an event in itself. That is the case with the Adidas Superstar, one of the great icons of urban culture, which the German brand has successfully embraced within its communication strategy.
Now, Adidas Originals unveils a new global campaign that puts the spotlight on the iconic sneaker, presenting it through a staging that is as cinematic as it is surreal. The result: a universe where the stars are not in the sky, but staying in a mysterious hotel.
Adidas Originals – Hotel Superstar
The Adidas Originals ad stars Samuel L. Jackson and is directed by Thibaut Grevet. It marks the actor’s second campaign linked to the Adidas Originals brand, following the one he headlined last year.
The piece shows Samuel L. Jackson wandering through a labyrinth of suites illuminated by an almost celestial light. Each room is a creative microcosm reflecting the personality of its guest, and they all share one common denominator: they are wearing the legendary Adidas Superstar.
During his journey, the actor crosses paths with figures from different cultural spheres. From model Kendall Jenner to South Korean singer Jennie, as well as young FC Barcelona footballer Lamine Yamal. Also appearing are rapper Baby Keem, basketball player James Harden, skater Tyshawn Jones, and British singer Olivia Dean.
The campaign thus brings together personalities from music, fashion, sport, and skate culture within the same conceptual space. The hotel serves as a metaphor for an intergenerational meeting point where different creative languages coexist, all united by a common icon: the most recognizable rubber toe cap in the history of streetwear.
According to Annie Barrett, VP of Marketing at Adidas Originals: “The campaign celebrates the new era of the Adidas Superstar by leaning into the timeless design and cultural relevance of this iconic shoe. The Adidas Superstar never goes out of style, as they are timeless and iconic. On this occasion, we wanted to demonstrate the relevance of these sneakers in music, fashion, sport, and art. The campaign pushes the boundaries of reality with completely unexpected twists.”
Watch | YouTube
