Adidas Originals Taps Samuel L. Jackson and a Star Studded Cast for Superstar Relaunch

adidas Originals is opening a new chapter for the Superstar, framing the shell toe as The Original Icon in a star packed Spring 2026 campaign and refreshed apparel lineup.

Hotel Superstar, New era

The new chapter centers on a cinematic Hotel Superstar campaign led by Samuel L. Jackson, with each room revealing a different cultural figure wearing the shoe in their own way. The cast spans music, sport, and fashion, including JENNIE, Kendall Jenner, James Harden, Lamine Yamal, Baby Keem, and others, positioning the Superstar as a constant in a fast moving culture rather than a nostalgia piece.

“The campaign celebrates the next era of the Superstar through both timeless design and cultural relevance… Superstars never go away, they are timeless and iconic. This season, we continue to show the relevance of this sneaker across music, fashion, sport, and art. The new campaign pushes the bounds of reality with unexpected twists”, said Annie Barrett, Vice President of Marketing, adidas Originals.

Design Details

Product wise, the Superstar stays close to its original basketball focused blueprint: shell toe, three stripes, and low cut leather upper, but with cleaner lines, modern materials, and updated colours. Core black and white executions return alongside pairs with red hits and refined finishes, aiming to keep the silhouette instantly recognizable while nudging it toward a more elevated, everyday look.

Apparel and Womenswear Focus

Alongside footwear, adidas Originals is using the campaign to push a broader Superstar apparel story, especially in womenswear. The Superstar Track Top appears in new treatments like textured faux leather and crochet, while Kendall Jenner is featured in a red jacket that links archival training codes to modern styling.

Rollout and Franchise Strategy

The Spring 2026 push lands globally from late February through the season across adidas channels, with the Hotel Superstar film, social content, and in person activations designed to keep the franchise visible beyond a single drop. For adidas Originals, this is less about relaunching a retro and more about reaffirming Superstar as a long term lifestyle pillar that can flex from mass GRs to higher end executions and apparel capsules.

Why it Matters

In a market crowded with new tech runners and short lived collabs, doubling down on Superstar as The Original Icon signals a strategy built on recognisable heritage, cross-generational casting, and a deep bench of price tiers. It keeps adidas in the conversation around classic shell silhouettes, alongside rivals’ perennial court shoes, while showing how legacy models can be refreshed through narrative and styling rather than radical redesign.