ADIDAS ORIGINALS DROPS HOTEL SUPERSTAR CAMPAIGN WITH BABY KEEM

## The Hotel Where Superstars Never Check Out For Spring 2026, adidas Originals has unveiled the latest chapter in its ongoing Superstar narrative: a cinematic global campaign titled "Hotel Superstar," directed by photographer and filmmaker Thibaut Grevet, produced by Johannes Leonardo, and anchored by the return of legendary actor Samuel L. Jackson. The campaign dropped on February 26, 2026, and is already generating significant industry conversation for its surrealist visual language and its unusually dense star roster — one that spans K-pop, football, basketball, skateboarding, rap, and pop music simultaneously. The cryptic Instagram post by @adidasoriginals featuring the caption "You feel it before you hear it. @keem" represents more than just a social media tease. The star-studded cast features global music icon JENNIE, supermodel Kendall Jenner, football prodigy Lamine Yamal, and musical innovator Baby Keem, alongside NBA superstar James Harden, skateboarding legend Tyshawn Jones, and pop star Olivia Dean. The cast includes one of football's most prominent young players Lamine Yamal, rapper Baby Keem, NBA star James Harden, and professional skateboarder Tyshawn Jones, as well as k-pop artist and Blackpink member Jennie, model Kendall Jenner, and Grammy Award–winning artist Olivia Dean. ## Baby Keem's Role in the Cultural Tapestry As each of the hotel guests showcases what makes them a superstar, like Tyshawn Jones skateboarding over Sam Jackson or Baby Keem messing with a soundboard, Jackson gets closer and closer to finding his adidas Superstars. As each of the hotel guests showcases what makes them a superstar, like Tyshawn Jones skateboarding over Sam Jackson or Baby Keem messing with a soundboard, Jackson gets closer and closer to finding his adidas Superstars. The inclusion of Baby Keem as "musical innovator" signals Adidas Originals' commitment to representing contemporary hip-hop culture. "We always want to ensure we bring the crossover from sport and culture to life through our work authentically – from basketball where it was born, to skate, to fashion, to music to film and beyond," Barrett said. "We chose individuals who shift the collective perception of their industries simply by existing authentically. ## The Surreal Hotel Setting Directed by Thibaut Grevet, the visual narrative takes place within the "Hotel Superstar," a surreal setting where time is non-existent. Jackson navigates endless corridors to uncover a roster of "cultural icons" who embody the silhouette's timeless influence. The campaign, which dropped Thursday, unfolds inside a fictional location called Hotel Superstar, a place where time does not exist and the hallways lead to completely different worlds. Jackson moves through endless corridors and opens door after door, each one revealing a different cultural figure wearing the shoe he is looking for. ## Spring 2026 Collection Updates For Spring 2026, adidas Originals reimagines the Superstar look through subtle shifts in tone and texture across the apparel, delivering a clean, modern polish that pairs nostalgic athletic style with contemporary tailoring. The classic black and white combination is energized by bold, eye-catching red accents. In the men's collection, this comes to life through tracksuits with looser fits and red, black and white color blocking featuring adidas' iconic 3-Stripes, alongside Tyshawn denim shorts, proof of the brand's increased focus on denim this year, as well as tees and jacquard jerseys in neutral tones. ## Strategic Brand Positioning "The campaign celebrates the next era of the Superstar through both timeless design and cultural relevance," said Annie Barrett, vice president of marketing, adidas Originals. "Superstars never go away, they are timeless and iconic. Barrett's goal with this campaign is for "consumers to see and feel that Adidas Originals is a brand they can connect with." "Whether that is from the storytelling, the partners, the branding, the product, or all of it," Barrett added. "Adidas Originals is a brand for everyone, and to have consumers see and feel themselves within the brand is the dream. ## Global Rollout Strategy Rolling out globally this season, the Adidas Originals Superstar spring 2026 campaign will be supported by an integrated franchise plan featuring global content, coordinated brand activations and immersive in-person experiences. The campaign represents a significant investment in cultural storytelling, positioning the Superstar as more than footwear but as a symbol of authentic self-expression across generations and creative disciplines.