Adidas Originals Honors Pioneers of Culture Through a Fresh Superstar Marketing Strategy
Adidas Originals Unveils a Groundbreaking Superstar Campaign
Adidas Originals has taken the sneaker world by storm with their latest influencer marketing campaign for the iconic Superstar silhouette. The campaign, which spans across multiple channels, features a star-studded lineup of collaborators and showcases the sneaker's cultural footprint in a fresh and innovative way.
The heart of the campaign is the "Superstar Ravi’s" collaboration, centred around a humble Dubai street food restaurant. Adidas celebrates the restaurant without sanitizing or glamorizing it, focusing on genuine local culture instead of chasing global trends. The campaign's authenticity is evident in the messy tables, greasy menus, and the real atmosphere of the restaurant.
Influencer marketing and creator-led branding play a pivotal role in the campaign. Global influencers like Jennie from Blackpink showcase the product with stylish, vibrant visuals, amplifying reach to younger and international audiences on platforms like TikTok and Instagram.
The campaign film "Pyramids" draws parallels between ancient monuments and the sneaker's cultural footprint, while "Clocks" showcases modern trailblazers like GloRilla, Teezo Touchdown, and Anthony Edwards. Each film highlights individual approaches to creativity, forming a chorus that celebrates authenticity as a universal human impulse.
Thibaut Grevet directs the campaign, and Johannes Leonardo produces it. The campaign's black-and-white cinematography strips away distraction, focusing on movement, attitude, and emotion. The cinematography features single takes or deliberate cuts to highlight facial expressions and body language.
Adidas invites fans to define originality on their own terms through the hashtag #BeTheOriginal. By making the campaign a participatory movement, Adidas ensures the Superstar's narrative continues to evolve with each new generation.
The Superstar silhouette, a global emblem of creativity since its debut in 1969, is celebrated in the campaign. The campaign encourages consumers to share their personal takes on the Superstar's legacy via dance videos, street-style shots, or DIY remixes.
A dedicated microsite provides in-depth information about the sneaker's history and profiles each cast member. Limited-edition releases of the Superstar and Firebird tracksuit reflect the campaign's themes.
The impact of the campaign has been significant. It sold out 100% of stock, achieved over 32.3 million reach across social media and PR, saw an 80% increase in sneaker sell-through, and boosted Adidas’ social following by 20%. The campaign also received multiple prestigious awards, including a Bronze PR Lion at Cannes and several wins at Dubai Lynx, ADFEST, and The One Show.
In summary, Adidas Originals’ Superstar campaign's success comes from authentically blending local storytelling, influencer-led marketing, and genuine cultural respect, rather than conventional polished branding. This approach sets a new standard for global brand collaborations and influencer marketing in sneaker culture.
The Superstar Ravi's collaboration in Adidas Originals' Superstar campaign highlights the fusion of local culture, as demonstrated by the depiction of a humble Dubai street food restaurant, with the glamorous world of fashion-and-beauty, as showcased by global influencers like Jennie from Blackpink. This campaign also spotlights sports personalities like GloRilla, Teezo Touchdown, and Anthony Edwards, underscoring the diversity of lifestyles that the Superstar silhouette embodies.
