Adidas Originals is doubling down on cultural influence, enlisting Samuel L. Jackson, Missy Elliott, and NBA star James Harden for the second chapter of its “Superstars” campaign, launched this month. The move comes as the German sportswear giant seeks to capitalize on recent momentum, with lifestyle division sales increasing 10% following the initial campaign launch last July.
The campaign, which also features rising artists Olivia Dean and Baby Keem, alongside soccer star Lamine Yamal, aims to connect with a broader audience while honoring the legacy of the Adidas Superstar sneaker, originally designed for basketball. Annie Barrett, VP of Marketing for Adidas Originals, described the shift in strategy as a move to celebrate the “crossover of sport, lifestyle, fashion, music, and art,” according to a recent interview with Adweek.
Barrett’s own career trajectory within Adidas exemplifies this emphasis on internal growth and recognizing talent from within. Starting 15 years ago as a customer service representative, she ascended to her current role by demonstrating exceptional performance and a proactive approach to skill development. “I saw what the marketers were doing, so I went up to HR and said, ‘I want to do that,’ and the immediate feedback to me was, ‘Show us you’re the best customer service person possible, then let’s chat,’” Barrett told Adweek.
The “Superstars” campaign’s first iteration focused on the shoe’s history and iconic status. The second chapter, however, prioritizes personality and storytelling. “Let’s tell a story around Superstar and bring [Samuel L. Jackson’s] personality out even more, and introduce the next generation of icons,” Barrett explained. Adidas is also leveraging its long-standing relationship with the world of football, with cross-collaboration already underway with the Adidas football team, in anticipation of upcoming global events.
Adidas has already begun preparations for the 2028 Los Angeles Olympics, releasing a retro sneaker in advance of the Games. Barrett noted the increasing lead time for major global events, while also emphasizing the need for agility in responding to emerging trends. “We plan far enough ahead to understand our role at these events…but we also want to stay nimble too,” she said.
Beyond traditional metrics like reach and engagement, Adidas Originals is closely monitoring social sentiment and organic conversation surrounding its campaigns. “What we were really digging into was what people were saying, and who was saying it,” Barrett stated. The company also places significant value on collaborations with culturally relevant brands, citing its recent partnership with LA streetwear label Hellstar as an example of a collaboration that enhances its credibility.
Looking ahead, Barrett cited music as a key source of inspiration, currently immersed in Baby Keem’s latest album, “Casino.” Adidas Originals’ next steps remain undisclosed, but the company’s focus on cultural relevance and strategic partnerships suggests a continued emphasis on bridging the gap between sport, lifestyle, and artistic expression.
