The adidas Superstar has remained an enduring symbol of style and culture through decades, making it a perfect match for actor Samuel L. Jackson in the brand’s latest Samuel L Jackson adidas campaign. The new campaign, titled The Original Icon, was directed by photographer and filmmaker Thibaut Grevet and introduces Jackson in a cinematic search for his beloved sneakers.
Samuel L. Jackson Embarks on a Search for His Sneakers in an Empty Hotel
In the video, Jackson appears barefoot and clad in a trefoil-logo tracksuit, wandering alone through the stark, nearly deserted halls of a cold hotel as he tries to locate his adidas Superstars. His detective-like quest sets a contemplative mood, tying the past and present of this iconic silhouette together.
As he moves through the empty corridors, Jackson encounters notable figures—including young soccer star Lamine Yamal relaxing on a couch and model Kendall Jenner—who add to the sense of cultural significance surrounding the shoe. At one point, longtime adidas athlete James Harden walks by, questioning the whereabouts of Jackson’s shoes.
A Poetic Reflection on Legacy and Movement
Throughout the ad, Jackson delivers a reflective voiceover about legacy and impact that intertwines with the shoe’s heritage. He begins,
“I was racking my brain trying to piece it all together, trying to remember. Then it all started to come back to me. I knew they were still here somewhere,”
setting the tone for a journey steeped in memory.
He continues,
“You can tell where they been, can’t you? The air still hums where they pass. The ground still remembers the weight they carry. Every mile I drive, every foot that goes by, I see them,”
emphasizing the Superstar’s enduring footprint in culture.
The narration deepens with a distinction between ordinary moments and lasting movements:
“Most folks, they make moments, But some make movements. They don’t just walk through time. They leave it different than they found it.”
This sentiment reinforces the campaign’s focus on the shoe as more than just footwear, but as a symbol of influence and change.
Notable Cameos and a Surprising Reveal
Other cultural icons such as JENNIE, Baby Keem, and Olivia Dean briefly appear along the hallway, weaving the Superstar’s narrative into a broader artistic context. Jackson’s frustration culminates when he demands, “Where are my f-cking superstars!?” only to reveal under his mask the face of skateboarder Tyshawn Jones, who embodies a new generation connected to the shoe’s legacy.
A New Chapter for the adidas Superstar Collection
The climax arrives when the Superstar sneakers dramatically fall from above, signaling the arrival of a refreshed 2026 version. While maintaining the classic black-and-white scheme, the updated shoe includes vivid red accenting that breathes fresh life into the design. Alongside the footwear, adidas is also modernizing the accompanying apparel with looser tracksuits featuring bold color-blocking, denim shorts named after Tyshawn Jones, as well as new tees and jacquard jerseys.
The campaign not only highlights the shoe’s timeless appeal but also announces adidas’s intention to carry the Superstar’s cultural relevance into the future, appealing to both longtime fans and new audiences. This mix of tradition and innovation aims to reinforce the Superstar’s status as an enduring original icon in fashion and culture.
