When Samuel L. Jackson checks in, the whole world pays attention
PHOTO Courtesy ADIDAS
There are campaigns. And then there are cultural moments disguised as campaigns. Adidas Originals just dropped the latter.
This week, the Three Stripes unveiled its Spring 2026 Superstar campaign — and darling, it did not disappoint. Simply titled Hotel Superstar, the film unfolds inside a surreal, dreamlike setting where time doesn’t exist, rules don’t apply, and icons roam freely through endless corridors wearing the most legendary shell-toe in sneaker history.
At the centre of it all? The one and only Samuel L. Jackson. Barefoot, determined, and absolutely magnetic, Jackson sets off on a singular mission — to find his Superstars. What follows is less advertisement, more cinematic odyssey. Directed by Thibaut Grevet, the film is visually intoxicating: part Kubrick, part fever dream, entirely unforgettable.
And the guest list? Immaculate.
Kendall Jenner wakes from a dreamstate in stop-motion fashion, effortlessly ethereal as ever. Tyshawn Jones — New York’s most untouchable skater — ollies clean over Jackson without breaking a sweat. Baby Keem hypnotically marches through the hotel’s grand halls, soundtracking the whole affair with the kind of energy only he possesses. James Harden and Keem cross paths in a hallway with the casual cool of two men who have absolutely nothing to prove. JENNIE appears caught in a beautiful time loop, otherworldly and magnetic as always. Lamine Yamal’s voice echoes through the corridors — calling out for Samuel — the sound of football’s brightest young star filling every corner of the screen. And Olivia Dean, pop’s most exciting new voice, brings warmth and brilliance to every frame she inhabits.
Together, they are seven icons from seven worlds — basketball, football, skateboarding, music, fashion — united by one silhouette and one undeniable truth: the Superstar belongs to whoever is defining culture right now.
The casting wasn’t accidental. Adidas Originals VP of Marketing Annie Barrett made the brand’s thinking crystal clear, stating that the campaign spotlights individuals who shift the collective perception of their industries simply by existing authentically — generational talents, each defining their own lane, their own way, changing the game in real time. That, she noted, is exactly what the Superstar has always been about.
She’s not wrong. The Superstar was born on the basketball court in 1970. It was immortalised on the streets of the Bronx with Run-D.M.C. in the 1980s. It has lived through punk, hip-hop, high fashion and everything in between. And now, in 2026, it finds itself in the most compelling chapter of its story yet — hosted by Samuel L. Jackson, furnished with the most culturally electric roster any sneaker campaign has assembled in years.
The accompanying Spring 2026 collection is equally intentional. The men’s range leans into looser fits and bold colour blocking across red, black and white — with Tyshawn denim shorts making a strong case for the brand’s expanding denim vision, alongside standout jacquard jerseys. The women’s collection is where things get truly special: the Superstar Tracktop emerges as the season’s hero piece, seen draped on Kendall Jenner, and reimagined across faux leather and crochet — sport, street and high fashion converging in a single, stunning silhouette.
The campaign rolls out globally this season, backed by digital content, brand activations and immersive in-person experiences designed to bring the Hotel Superstar to life beyond the screen.
At LUSH, we say this without hesitation: the Superstar never needed saving. But this campaign is its loudest, most electric declaration in decades. It doesn’t just remind you why the shoe matters — it reminds you why culture matters, and who gets to shape it.
The lobby is open. The icons have checked in.
And the shell-toes? They have never looked so good.
When Samuel L. Jackson checks in, the whole world pays attention
There are campaigns. And then there are cultural moments disguised as campaigns. Adidas Originals just dropped the latter.
This week, the Three Stripes unveiled its Spring 2026 Superstar campaign — and darling, it did not disappoint. Simply titled Hotel Superstar, the film unfolds inside a surreal, dreamlike setting where time doesn’t exist, rules don’t apply, and icons roam freely through endless corridors wearing the most legendary shell-toe in sneaker history.
At the centre of it all? The one and only Samuel L. Jackson. Barefoot, determined, and absolutely magnetic, Jackson sets off on a singular mission — to find his Superstars. What follows is less advertisement, more cinematic odyssey. Directed by Thibaut Grevet, the film is visually intoxicating: part Kubrick, part fever dream, entirely unforgettable.
And the guest list? Immaculate.
Kendall Jenner wakes from a dreamstate in stop-motion fashion, effortlessly ethereal as ever. Tyshawn Jones — New York’s most untouchable skater — ollies clean over Jackson without breaking a sweat. Baby Keem hypnotically marches through the hotel’s grand halls, soundtracking the whole affair with the kind of energy only he possesses. James Harden and Keem cross paths in a hallway with the casual cool of two men who have absolutely nothing to prove. JENNIE appears caught in a beautiful time loop, otherworldly and magnetic as always. Lamine Yamal’s voice echoes through the corridors — calling out for Samuel — the sound of football’s brightest young star filling every corner of the screen. And Olivia Dean, pop’s most exciting new voice, brings warmth and brilliance to every frame she inhabits.
Together, they are seven icons from seven worlds — basketball, football, skateboarding, music, fashion — united by one silhouette and one undeniable truth: the Superstar belongs to whoever is defining culture right now.
The casting wasn’t accidental. Adidas Originals VP of Marketing Annie Barrett made the brand’s thinking crystal clear, stating that the campaign spotlights individuals who shift the collective perception of their industries simply by existing authentically — generational talents, each defining their own lane, their own way, changing the game in real time. That, she noted, is exactly what the Superstar has always been about.
She’s not wrong. The Superstar was born on the basketball court in 1970. It was immortalised on the streets of the Bronx with Run-D.M.C. in the 1980s. It has lived through punk, hip-hop, high fashion and everything in between. And now, in 2026, it finds itself in the most compelling chapter of its story yet — hosted by Samuel L. Jackson, furnished with the most culturally electric roster any sneaker campaign has assembled in years.
The accompanying Spring 2026 collection is equally intentional. The men’s range leans into looser fits and bold colour blocking across red, black and white — with Tyshawn denim shorts making a strong case for the brand’s expanding denim vision, alongside standout jacquard jerseys. The women’s collection is where things get truly special: the Superstar Tracktop emerges as the season’s hero piece, seen draped on Kendall Jenner, and reimagined across faux leather and crochet — sport, street and high fashion converging in a single, stunning silhouette.
The campaign rolls out globally this season, backed by digital content, brand activations and immersive in-person experiences designed to bring the Hotel Superstar to life beyond the screen.
At LUSH, we say this without hesitation: the Superstar never needed saving. But this campaign is its loudest, most electric declaration in decades. It doesn’t just remind you why the shoe matters — it reminds you why culture matters, and who gets to shape it.
The lobby is open. The icons have checked in.
And the shell-toes? They have never looked so good. https://www.adidas.com/us
INSTAGRAM : https://www.instagram.com/adidas/
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