Adidas Taps Samuel L. Jackson and Missy Elliott to Celebrate the Timeless Power of the Superstar
In a world where trends rise and fall faster than a TikTok scroll, Adidas Originals is hitting pause – and rewind – on the clock.
To mark the latest chapter of its global “The Original” campaign, the brand is spotlighting its most iconic silhouette, the Superstar, in a powerful new series of short films narrated by legendary actor Samuel L. Jackson. But this isn’t a nostalgia play – it’s a loud and proud tribute to style that refuses to age.
The first film, titled Clocks, dropped on July 7. Shot in dramatic black and white, the 90-second spot delivers a stylish meditation on enduring influence in an era obsessed with what’s next. Jackson’s unmistakable voice sets the tone: “Icons don’t follow time – they set it.” It’s a bold statement backed by an equally bold cast, including genre-shaping figures like Missy Elliott, K-pop megastar JENNIE, basketball phenom Anthony Edwards, skateboard pioneer Mark Gonzales, Memphis rapper GloRilla, genre-bending singer Teezo Touchdown, and model-actress Gabbriette.
They don’t just wear the Superstar – they embody it.
The second ad, Pyramids, strips everything down. Just Jackson, a minimalist set, and a compelling monologue that likens the Superstar to the great pyramids – structures built to withstand time and tide. It’s a fitting metaphor for a sneaker that’s gone from hardwood courts to hip-hop stages to high-fashion runways without missing a step.
Both films were crafted by creative agency Johannes Leonardo, helmed by director Thibaut Grevet, and produced by Division, the same minds behind some of the most visually rich campaigns in fashion and sport.
But this campaign isn’t just about legacy.
“This campaign isn’t about looking back – it’s about spotlighting a new generation of Originals who are building what’s next, unapologetically,” said Annie Barrett, vice president of marketing at Adidas Originals. It’s a message aimed squarely at Gen Z and emerging creators, the cultural disruptors rewriting the rules in real time.
The ads are part of the brand’s broader push under the “The Original” platform, which debuted earlier this year. While Adidas has long leaned on its deep cultural archive, this new approach is more future-facing – less about milestones, more about movement.
And no model represents that better than the Superstar. First introduced in 1969 as a performance basketball shoe, it found new life – and purpose – on the streets. By the 1980s, Run-DMC had turned it into a symbol of hip-hop identity. In the decades since, the Superstar has been embraced by skaters, sneakerheads, creatives, and everyday people alike.
In 2020, Adidas Originals celebrated the shoe’s 50th anniversary with Club Originals, a music-centric campaign aimed at Gen Z. Today, with Clocks and Pyramids, the brand is doubling down on that mission -connecting the dots between past, present, and what’s possible.
As Barrett puts it: “The Superstar has always been more than just a sneaker – it’s a symbol of originality and a spark for cultural change. From street corners to global stages, it’s been worn by those who don’t wait for permission to lead.”
In a campaign full of big names, bold visuals, and a deeper message, Adidas isn’t just selling a shoe – it’s celebrating a state of mind.
Timeless. Original. Still setting the pace.
