Adidas Originals Honors Pioneers of Culture Through a Fresh Superstar Marketing Effort
Adidas Originals has launched an innovative campaign for its iconic Superstar sneaker, aiming to reposition it as a living symbol of cultural defiance and originality. Rather than focusing on nostalgia, the campaign encourages a new generation to embrace originality and build their own cultural influence.
Key elements of the strategy include leveraging star power and cultural storytelling, with a cross-generational ensemble of influential figures such as Samuel L. Jackson, Missy Elliott, GloRilla, BLACKPINK’s Jennie, NBA star Anthony Edwards, skate legend Mark Gonzales, and model-actress Gabbriette. The campaign's cinematic presentation, directed by Thibaut Grevet, employs a striking black-and-white aesthetic and features two film chapters: "Pyramids," narrated by Jackson, drawing parallels between timeless cultural achievements and the sneaker’s legacy, and "Clocks," showcasing modern trailblazers like GloRilla, Teezo Touchdown, and Anthony Edwards.
Product innovation is also a crucial part of the strategy, with the launch of the new Superstar II sneaker and the iconic Firebird Tracksuit. The Superstar II features updated comfort features, while the tracksuit balances modern swagger with vintage flavor to appeal widely.
The impact of the campaign is multifaceted. It reinforces Adidas Originals’ positioning as authentic and culturally attuned, revitalising the Superstar as a cultural symbol. The campaign resonates especially with youth and culture-oriented audiences, leveraging nostalgia without becoming stale by blending heritage with fresh faces and narratives that emphasise creating culture rather than following it.
By rallying influential voices from diverse domains, the campaign builds a broad cultural coalition and generates significant buzz, helping Adidas maintain leadership in the sneaker and streetwear market amid intense competition. It also signals to marketers the power of legacy brand revival done through meaningful storytelling, star collaboration, and emphasising product innovation alongside cultural relevance.
The campaign's visuals are striking black-and-white cinematography, reinforcing the sneaker’s timeless design and cultural relevance. The visual minimalism mirrors the Superstar’s sleek, unadorned design, reminding audiences that sometimes less is more. A dedicated microsite provides a deeper look into the sneaker’s history and profiles each cast member.
The campaign's narrative depth connects enduring human achievements with the ongoing legacy of the Superstar silhouette. The Superstar silhouette, first introduced in 1969, has become a global symbol of creativity. Missy Elliott and GloRilla's performances in the campaign feel unscripted yet perfectly choreographed, adding to the campaign's authenticity.
The campaign invites fans to define originality on their own terms, ensuring the Superstar’s narrative continues to evolve with each generation. The "Superstar, the Original" campaign extends an open invitation, following Lionel Messi's maxim-"Why live life if you can't make it an adventure?". The campaign is not confined to a single medium, extending across multiple platforms and channels for a comprehensive experience.
Adidas doesn't limit the "Superstar, the Original" campaign to TV spots; teasers and extended cuts will be released on streaming platforms, social channels, and in experiential pop-ups. Limited-edition releases of the Superstar and Firebird tracksuit echo the campaign’s themes in tangible form. Adidas encourages consumers to share their personal takes on the Superstar’s legacy through the hashtag #BeTheOriginal, transforming the campaign into a participatory movement. Collaborations with DJs, street-art collectives, and style influencers extend the campaign’s reach across music, visual arts, and fashion subcultures.
In essence, Adidas Originals uses “Superstar, The Original” to celebrate the sneaker’s legacy while boldly challenging consumers to "be the original" in contemporary culture, effectively using influencer marketing to bridge past and present across multiple influential spheres.
- The "Superstar, the Original" campaign by Adidas Originals extends an invitation for a new generation to embrace originality, not only through the launch of the Superstar II sneaker but also by blending the heritage of the iconic sneaker with fresh faces and narratives in fashion-and-beauty, sports, and lifestyle sectors.
- Adidas Originals, through its "Superstar, the Original" campaign, aims to position the Superstar sneaker as a living symbol of cultural defiance and originality, utilizing star power, cultural storytelling, and product innovation in sports, fashion-and-beauty, and lifestyle industries, while encouraging fans to define their own version of originality.
