Adidas Originals Honors Cultural Pioneers through a Fresh Superstar Marketing Strategy
Adidas Originals has launched an exciting new marketing campaign, "Superstar, the Original," that brings together a diverse group of cultural icons, including Samuel L. Jackson, Missy Elliott, GloRilla, Uncle Waffles, and more. This campaign, directed by Thibaut Grevet and produced by Johannes Leonardo, is a testament to the Adidas Superstar sneaker's deep historical and cultural significance.
The campaign spans various platforms, including streaming platforms, social media, and experiential pop-ups, ensuring that the Superstar's narrative does not confine itself to traditional TV spots. The strategic impact of this initiative lies in its effective leveraging of the Superstar sneaker's enduring symbolism of identity, creativity, and cultural innovation across music, fashion, and lifestyle scenes.
The campaign highlights the Superstar's iconic roots while connecting to contemporary cultural movements. For instance, Uncle Waffles, a global phenomenon in the Amapiano music scene, symbolizes the new wave of cultural influence, embodying originality and impact today. Meanwhile, Samuel L. Jackson and Missy Elliott personify the Superstar's historic ties to hip-hop and street culture, celebrating decades of legacy and authenticity.
By focusing on these original icons who consistently represent and endorse the Superstar sneaker as part of their identity, the campaign taps into emotional nostalgia and reinforces consumer trust and aspiration, driving brand momentum in a highly competitive market. This approach not only deepens emotional brand connections but also broadens the sneaker's relevance in contemporary music and fashion culture, ultimately contributing to Adidas' continued strong double-digit growth and brand momentum.
The campaign features striking black-and-white cinematography and a two-part film structure. The first film, "Pyramids," connects ancient monuments to the enduring cultural footprint of the Superstar silhouette. The second film, "Clocks," showcases modern trailblazers, including GloRilla, Teezo Touchdown, and Anthony Edwards. Adidas encourages consumers to share their personal interpretations of the Superstar's legacy through the hashtag #BeTheOriginal.
Moreover, the campaign extends its reach into music, visual arts, and fashion subcultures through collaborations with DJs, street-art collectives, and style influencers. A dedicated microsite provides detailed information about the sneaker's history and features profiles of each cast member. The campaign invites fans to define originality on their own terms, making it a participatory movement.
Inspired by Lionel Messi's maxim, "Why live life if you can't make it an adventure?", the campaign honours the Superstar's spirit of self-expression by weaving together decades of style revolutions. Adidas Originals aims to drive growth in its Originals line and deepen engagement with diverse audiences through authenticity and originality.
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- The Adidas Originals' "Superstar, the Original" campaign is not limited to traditional TV spots, instead, it spans across multiple platforms such as streaming services, social media, and experiential pop-ups, to ensure the Superstar's tale goes beyond the screen.
- The ongoing cultural significance of the Adidas Superstar sneaker is highlighted in the campaign through collaborations with figures from different realms, like music, fashion, and lifestyle, such as Samuel L. Jackson, Missy Elliott, GloRilla, Uncle Waffles, and more.
- The #BeTheOriginal hashtag encourages consumers to share their personal interpretations of the Superstar's legacy, making the campaign a participatory movement that ties in with social-media culture while promoting the fashion-and-beauty and lifestyle aspects of the Adidas brand.
