Adidas Originals Honors Pioneers of Culture Through a Fresh Superstar Marketing Effort
In a bold and participatory campaign, Adidas Originals invites fans to define originality on their own terms, transforming the Superstar sneaker into a symbol of creative expression that transcends time and culture.
Launched originally as a basketball shoe in the early 1970s, the Superstar quickly transcended sport to become a staple of streetwear and hip-hop culture from the 1990s onward. The latest iteration of Adidas Originals' campaign, "Superstar: The Original," brings together a diverse, multi-generational cast of cultural icons such as Samuel L. Jackson, Missy Elliott, Jennie, Uncle Waffles, and more, highlighting their authentic connection to the sneaker as symbols of originality and innovation.
The campaign's black-and-white visuals celebrate the classic Superstar design, reinforcing its status as an enduring cultural icon. This monochrome aesthetic strips away distraction, focusing on movement, attitude, and emotion. The film "Clocks" showcases modern trailblazers, including GloRilla, Teezo Touchdown, and Anthony Edwards, celebrating authenticity as a universal human impulse.
Notable collaborations include featuring influential artists like Uncle Waffles, a South African Amapiano DJ who broke barriers by playing at Coachella’s main stage and is recognized for blending music and fashion in fresh ways. This partnership exemplifies Adidas' strategy of aligning the Superstar with modern trendsetters impacting global culture.
Historically, the Superstar's impact on popular culture is closely tied to hip-hop: it was famously worn by groups like Run-D.M.C., which helped cement its place as an emblem of urban style and self-expression. Today, the Superstar continues to resonate with a new generation of artists, athletes, and fashion enthusiasts, reflecting the campaign's themes in limited-edition releases of the Superstar and Firebird tracksuit.
Samuel L. Jackson serves as narrator and co-star in the campaign, bridging past and present. His monologue in the teaser "Pyramids" draws parallels between ancient monuments and the sneaker's enduring cultural footprint. Thibaut Grevet directs and Johannes Leonardo produces the campaign's black-and-white cinematography, creating a narrative depth that connects enduring human achievements with the ongoing legacy of the Superstar silhouette.
Adidas encourages consumers to share their personal takes on the Superstar's legacy using the hashtag #BeTheOriginal. A dedicated microsite provides in-depth information about the sneaker's history and profiles each cast member, offering fans a deeper understanding of the Superstar's rich tapestry.
By participating, consumers help the Superstar's narrative continue to evolve, driven by the creativity of each generation. The Adidas Originals' campaign bridges the 1970s basketball roots of the brand with today's creative vanguard, ensuring the Superstar's place as a symbol of originality and creativity for years to come.
In this participatory campaign, Adidas Originals encourages fans to share their personal takes on the Superstar's legacy using the hashtag #BeTheOriginal, showcasing the sneaker as a symbol transcending not just sports but also fashion-and-beauty and lifestyle. The diverse, multi-generational cast, including Missy Elliott and Jennie, highlights their authentic connection to the sneaker, embracing it as an embodiment of originality and innovation in entertainment.
Modern collaborations, like the one with South African Amapiano DJ Uncle Waffles, demonstrate Adidas' alignment with trendsetters in the technology and sports sectors, further blending music, fashion-and-beauty, and lifestyle. This strategic move reinforces the Superstar's relevance in shaping global culture and originality.
