Samuel L. Jackson Fronts Adidas Spot About Timeless Branding

What lasts over 50 years, crosses courts and stages, and still sets trends?

Adidas Originals has launched a new campaign centered on its iconic Superstar sneaker, bringing together cultural figures from music, sports, and fashion.

Directed by Thibaut Grevet and developed by Johannes Leonardo, the campaign features two black and white films linking the shoes’ legacy to a new generation.

The hero spot, titled “Clocks,” runs 60 seconds and features a cast that includes Missy Elliott, Jennie, GloRilla, Teezo Touchdown, Gabbriette, Anthony Edwards and Mark Gonzales.

Set in a stylized, minimal environment, the film plays with the concept of time through fragmented scenes.

Elliott breaks the fourth wall while answering a payphone, Teezo plays piano under dramatic lighting, GloRilla dances on a limousine, and Edwards reacts to a mysterious voiceover.

These segments highlight the personalities of each figure and suggest that influence is constantly redefined by the present moment.

The teaser, “Pyramids,” is a 60-second single-shot monologue from Samuel L. Jackson.

Speaking directly to the camera, Jackson reflects on the endurance of seemingly simple creations, comparing the Superstar to structures built to last.

Dressed in a Firebird tracksuit and white Superstars, he delivers the message without spectacle, focusing instead on longevity and purpose.

Annie Barrett, VP of Marketing for Adidas Originals, noted that the Superstar has always stood for confidence and originality, worn by those who do not wait for permission to lead.

“This campaign isn’t about looking back—it’s about spotlighting a new generation who are building what’s next.”

She added that this new group is making its mark with the same independent spirit that defined earlier generations associated with the Superstar.

From Courts to City Streets

First introduced in 1969, the Superstar broke ground as a performance basketball shoe made of leather and marked by its now-famous shell-toe.

The model was initially popular with basketball players for its performance design.

In the 1980s, it gained cultural status when hip-hop group Run-D.M.C. adopted it as part of their signature look.

In 2015, Adidas reported sales of over 15 million Superstar pairs, making it the top-selling sneaker in the company’s lineup that year.

Its legacy remains strong.

In 2024, the Originals category recorded double digit growth in both footwear and apparel.

The Superstar continues to be a key product for the brand, both culturally and commercially.

With this campaign, Adidas underscores its intent to remain connected to audiences who value authenticity, individuality and creative leadership.

Our Take: Is Adidas Relying Too Heavily on the Past?

I don’t think so. Adidas isn’t selling nostalgia.

They are using history as context, not content.

The Superstar campaign avoids recycling old moments and instead places legacy alongside voices that matter today.

When I watched the ‘Clocks’ spot, I felt the fragmented scenes pulled me into each artist’s world, making the campaign feel less like a brand ad and more like a cultural snapshot.

That sets them apart in a market full of short-term plays and trend-chasing.

If Originals keeps growing and the creative stays this focused, they are not stuck in the past.

They are reinforcing why they still matter.

For another creative twist from Adidas Originals, see how Lionel Messi and Patrick Mahomes face off in a treadmill challenge for the brand.

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