• by Sarah Mahoney , July 7, 2025

Adidas, which began reintroducing the iconic Superstar back in April with a local and community-focused approach, is turning up the volume. Actor Samuel L. Jackson narrates an edgy, black-and-white effort loaded with, well, superstars. Besides Jackson, the multigenerational effort includes musicians Missy Elliott, GloRilla, Teezo Touchdown and Jennie. The NBA’s Anthony Edwards makes an appearance, as do skateboarding star Mark Gonzales and model and singer Gabbriette.

The new effort promotes the Superstar, a shoe built for basketball before it became the uniform of rappers, fashionistas and everyday fans around the world. The company says it chose black and white to honor the shoe’s original colorway.

“The Superstar has always been more than just a sneaker—it’s a symbol of originality and a spark for cultural change,” said Annie Barrett, Adidas Originals’ vice president of marketing, in a statement. “From street corners to global stages, it’s been worn by those who don’t wait for permission to lead. This campaign isn’t about looking back—it’s about spotlighting a new generation of Originals who are building what’s next, unapologetically.”

Directed by photographer and filmmaker Thibaut Grevet, the campaign includes two video components. In “Pyramids,” Jackson reflects on what makes a monument endure for 4,000 years, wearing a pair of Superstars and a Firebird Tracksuit, first introduced by Adidas in 1967.

In “Clocks,” Jackson narrates a scene that brings together all seven members of the cast, summing up their talent in a closing line: “Icons don’t follow time. They set it.”

Johannes Leonardo is the agency.

Adidas, based in Germany, first announced the relaunch of the Superstar in April, stating it was part of its plan to continue boosting sales in its Lifestyle division. That category reported double-digit sales gains, driven by demand for its Terrace, Skate and Retro running franchises.