adidas Originals brings back the 'Superstar' as a symbol of rebellion
A fresh campaign ties the iconic sneaker to new cultural disruptors and a call to originality
adidas Originals is bringing the heat back to a classic.
In a bold new chapter for its global platform “The Original,” the brand is putting the ‘Superstar’ sneaker front and center — not as a retro throwback, but as a living symbol of cultural defiance and originality.
This article explores the brand’s cinematic campaign “Superstar, the Original,” what it signals for youth marketing and cultural storytelling, and how brands can draw from adidas’s blueprint for legacy revivals that actually resonate.
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Here’s a table of contents for quick access:
- Superstar gets a reboot — and a purpose
- Star power and storytelling to match
- Why it matters for marketers
- How brands can tap cultural nostalgia without going stale
Patrecia Meliana
Superstar gets a reboot and a purpose
The new campaign continues adidas Originals’ “The Original” platform, launched earlier this year to re-anchor the brand in cultural authenticity. With “Superstar, the Original,” adidas leans into the idea that the sneaker’s legacy comes not from design alone, but from the people who wore it to defy norms — from 90s hip-hop pioneers to today’s unapologetic disruptors.
This isn’t a look back. It’s a call to action: build your own crowd. Be the original in a world of copies.
And to hammer that home, the brand paired its message with two cinematic spots narrated by none other than Samuel L. Jackson. The first video reframes the Superstar as an enduring badge of individuality.
The second, titled Clocks, brings together a multigenerational cast that spans decades of cultural influence. Think: skaters, rappers, fashion disruptors — old-school and new wave alike.
Star power and storytelling to match
With the Superstar sneaker returning in its classic colorways — paired with the iconic Firebird tracksuit — the drop taps into both nostalgia and now.
Alongside Samuel L. Jackson’s narration, the campaign features a stacked cast of cultural icons — including Jennie from BLACKPINK, whose global influence cements the Superstar’s relevance across fashion, music, and youth culture.
But this isn’t just about product. The message plays out through global and local activations, like a larger-than-life Superstar installation at Hong Kong’s Fashion Walk, built with local agency We Glow. The sneaker bursting out of its box served as a literal call to break boundaries — inviting creators and fans to engage with the brand’s rebellious legacy.
adidas Originals also hosted The Original Block Party in Central, Hong Kong — a street-level celebration of creativity, community, and cultural influence brought to life through music, movement, and style.
Why it matters for marketers
This campaign isn’t just another heritage play. adidas Originals is tapping into a shift in how younger audiences relate to legacy brands. Here’s what stands out:
- Nostalgia without stagnation: The Superstar isn’t being preserved; it’s being reactivated. That’s a key lesson for legacy brands afraid of alienating younger audiences while staying true to their roots.
- Culture as a co-creator: By focusing on those who wear the sneaker — not just the sneaker itself — adidas shifts the narrative from product-first to community-first.
- Multi-channel storytelling: From Samuel L. Jackson’s voiceover to immersive brand experiences, adidas weaves a coherent brand story across digital, retail, and physical spaces.
How brands can tap cultural nostalgia without going stale
Here’s how you can take cues from adidas Originals’ approach:
1. Don’t just throw it back — remix it.
Legacy products can have cultural weight, but they need fresh relevance. Spotlight how a classic still disrupts the present.
2. Let community define the brand.
The strongest campaigns don’t just speak to audiences — they feature them. Use creators, micro-influencers, and localized stories to amplify what the brand means today.
3. Build for moments, not just drops.
From massive installations to in-store activations and street-level parties, create moments where your brand can be felt, not just seen.
4. Lead with message, not merchandise.
adidas didn’t lead with product specs. It led with identity: who wears the Superstar and why. That’s the emotional hook many brand campaigns miss.
The Superstar isn’t just back — it never left. But adidas Originals is making sure everyone knows why it still matters.
For brands trying to bridge legacy and relevance, this campaign shows the power of reframing the past as a foundation for the future — not just an aesthetic to recycle.
