SAMUEL L JACKSON SEARCHES FOR ADIDAS SUPERSTARS IN 2026 CAMPAIGN — Quick Facts
Samuel L. Jackson stars in Adidas's Spring 2026 campaign searching for his missing Superstar sneakers, a narrative-driven approach that positions the iconic shoe as a symbol of cultural authenticity rather than product. The campaign marks Adidas's strategic pivot toward uncontroversial celebrity partnerships following the Yeezy split, capitalizing on record 2025 revenue of €24.8 billion where Superstar sales drove significant growth.
Key Data Points
- Adidas Originals revenue hit €24.8 billion in 2025, up 13% year-over-year, with Superstar growth explicitly cited in Q3 earnings
- Operating profit reached €1.34 billion in 2025, driven by full-price sell-throughs and controlled discounts versus discount-heavy tactics
- Run DMC's laceless Superstar performance in the 1980s marked the first sneaker adoption by hip-hop culture, launching the shoe from basketball to cultural icon
- Director Thibaut Grevet maintains black-and-white aesthetic across both 2025 'Pyramids' and 2026 campaigns, anchoring visual identity to original colorway
- Campaign positions Superstar as uncontroversial cultural anchor post-Yeezy, signaling shift from high-risk celebrity partnerships to narrative-driven brand mythology
Frequently Asked
- Why is Samuel L. Jackson searching for Adidas Superstars in 2026?
- The campaign echoes Jackson's iconic 'Where is my super suit?' line from The Incredibles, using the search narrative to frame the Superstar as culturally significant footwear rather than mere product. Director Thibaut Grevet returns from 2025's 'Pyramids' campaign to maintain the black-and-white aesthetic that matches the sneaker's original colorway.
- How did Adidas Superstars become culturally important?
- The Superstar originated as a 1969 basketball shoe but became a hip-hop staple when Run DMC wore them laceless on stage in the 1980s, marking the first sneaker adopted by hip-hop culture. This shifted the shoe from hardwood courts to a global symbol of cultural authenticity across generations.
- What does this campaign reveal about Adidas strategy after Yeezy?
- After the Yeezy fallout, Adidas is anchoring brand equity in uncontroversial icons like the Superstar rather than high-risk celebrity partnerships. CEO Bjørn Gulden emphasized 'quality growth' with full-price sell-throughs and controlled discounts, moving away from traditional advertising toward narrative construction.
- What were Adidas's 2025 financial results?
- Adidas posted record revenue of €24.8 billion in 2025, up 13% from the previous year, with operating profit jumping to €1.34 billion. The company specifically highlighted 'growing franchises such as the Superstar' in Q3 2025 earnings as a driver of this growth.