ADIDAS SUPERSTAR CAMPAIGN FEATURES SAMUEL L JACKSON BABY KEEM

Samuel L. Jackson is back, narrating what might be the strangest sneaker commercial ever made. Adidas Originals just dropped the Spring 2026 Superstar campaign, and it looks less like a shoe ad and more like the opening scene of a Ari Aster film. The cast reads like someone threw a dart at a cultural dartboard: JENNIE, Kendall Jenner, Lamine Yamal, Baby Keem, James Harden, Tyshawn Jones, and Olivia Dean all converging in a surreal hotel setting directed by Thibaut Grevet, the photographer who makes everything look haunted. Jackson's narration cuts through the weirdness with precision. "Most folks make moments. But some make movements." That line does the real work. The brilliance here is casting. Yamal especially. At 18 years old, the Barcelona right winger is valued at €343 million according to CIES Football Observatory, making him the world's most valuable player entering 2026. He won the Kopa Trophy twice, finished second in the Ballon d'Or in 2025, and just locked in a six-year contract through June 2031. Putting a teenager with that level of cultural momentum alongside Jackson and JENNIE signals something: sneakers are no longer just about athletes or musicians anymore. They are about total cultural proximity. This is actually chapter two of Jackson's Superstar narrative. The 2025 "Pyramids" campaign positioned the shoe as foundational architecture. Then came "Clocks," featuring Missy Elliott and Mark Gonzales. Now this. The through-line is deliberate. Jackson plays someone searching for his "Superstar," a callback to his Incredibles line that somehow works as both comedy and philosophy. The Superstar itself is nearly 56 years old. Launched in 1970, it owned 75 percent of NBA feet by 1973. Run-DMC canonized it in 1986. By 2016, it outsold every other sneaker in America, a position it has basically held ever since despite constant competition from Jordan retros and Nike's endless innovation. That staying power is not accident. It is design, culture, and the right celebrity at the right moment converging. What Adidas is doing with this