Adidas Originals is deepening its cultural imprint with a cinematic new teaser for its Superstar sneaker — and the brand has tapped Samuel L. Jackson to set the tone. The actor narrates “Pyramids,” a moody visual previewing the latest phase of Adidas’ ongoing “The Original” campaign.
The campaign continues Adidas’ push to honor timeless silhouettes through storytelling. Jackson’s role, both literal and symbolic, links the impact of the Superstar with the presence of a figure whose voice and image are instantly recognizable.
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“Do you ever wonder why people still talk about pyramids?” Jackson begins in the teaser, his voice steady as he sits at a table in the black-and-white footage. “They ain’t shiny, they don’t light up. No wi-fi. No holograms. And not even a food court. But 4,000 years later, people still fly across the world to see ’em.” As the narration crescendos, Jackson leans back to reveal a pair of Adidas Superstars — the Trefoil-emblazoned silhouette introduced in 1969. “And there ain’t nothing else like ’em now,” he adds. “Except these motherf–kers.”
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The teaser marks the first installment in a multipart campaign featuring a cross-generational roster of creatives. While full casting details have yet to be announced, Adidas confirmed the initiative will bring together “cultural trailblazers” to reframe what it means to be an Original today. “When icons wear icons, culture moves,” the brand said in a statement.
The teaser also reinforces a larger shift underway at Adidas Originals. In March, vice president of marketing Annie Barrett described the brand’s strategy as a reset in tone — one that blends heritage silhouettes with bold individual expression. “We’re on a journey to communicate what Adidas Originals stands for,” she said. That direction has already shaped collaborations with Grace Wales Bonner, Kith, Sporty & Rich and Pharrell Williams’ Humanrace.
The Jackson teaser arrives amid sustained commercial momentum for Originals, particularly within its lifestyle footwear portfolio. Adidas reported double-digit growth in 2024, driven by retro silhouettes like the Superstar, Samba and Gazelle.
According to Torben Schumacher, global general manager of Adidas Originals, the brand’s future will hinge on partnerships that reinterpret archival products through a cultural lens. “What’s classic is not limited only to products,” he said. “It’s about people bringing our brand into new contexts.”