Adidas Taps Samuel L Jackson for New Superstar The Original Campaign

Adidas Originals is bringing Samuel L. Jackson back to the Superstar franchise, with a new SS26 campaign asking one question, ‘Where are my Superstars?’ and a cinematic search for the missing shell toes. The latest chapter continues the actor led storytelling Adidas introduced in 2025 but positions this season’s push squarely in 2026, with fresh visuals and a tighter focus on the Superstar as a timeless lifestyle icon.

A new Superstar chapter

The SS26 campaign sees Jackson return as the face and voice of Adidas Originals’ Superstar story, extending his role from earlier teasers into a fully fledged narrative spot. Directed by Thibaut Grevet, the film leans into a simple premise, the Superstars are missing, and follows Jackson as he looks for today’s ‘superstars’ who should be wearing the shoe.

For Adidas, using a returning lead rather than a one-off cameo shows a longer term bet on character driven storytelling around its archive icons, rather than relying only on limited drops or one season ambassadors.

Campaign look and feel

Visually, the SS26 creative keeps things cinematic and direct: tight shots of Jackson, controlled lighting, and pacing that lets the monologue breathe. Social teasers posted this week highlight his movement and delivery as much as the product, reinforcing the idea that personality and presence are central to the Superstar narrative.

The sneaker itself remains the familiar low cut shell toe, with Adidas using the campaign to reinforce recognition rather than introduce radical redesigns. That approach fits a broader trend of brands treating heritage models as stable anchors in a more volatile market.

The Return of Samuel L. Jackson

Adidas first installed Jackson as narrator and lead face for Superstar storytelling in 2025, using his voice to frame themes of time, influence, and what makes an icon endure. Bringing him back for SS26 turns that casting into an ongoing device: a familiar figure who can carry the line’s continuity across campaigns, even as the supporting cast and styling evolve.

For a silhouette that has moved from 1960s basketball to global streetwear, a cross generational actor helps bridge older and younger audiences without leaning too heavily on nostalgia alone.

Market Context and Strategy

The renewed Superstar focus arrives as Adidas continues to balance newness with proven franchises in its Originals business. With retro court shoes still central to the casual sneaker market, a high profile SS26 push around a core icon signals that the brand is doubling down on recognizable, volume driving models even as it experiments elsewhere.

For retailers and collectors, the takeaway is less about a single must chase colorway and more about a sustained storytelling platform that keeps the Superstar visible, relevant, and supported by big name talent heading into the Spring/Summer 2026 season.