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At ICON, we couldn’t agree more with the message behind adidas Originals’ latest Superstar campaign. In an era when trends dominate timelines and individuality is often sacrificed for virality, “Superstar: The Original” stands as a reminder that true cultural impact comes from authenticity, not imitation.
Narrated by the unmistakable voice of Samuel L. Jackson, the campaign brings together a cast of individuals who have defined their respective fields through innovation and self-expression. From Missy Elliott’s genre-shifting influence in music, to JENNIE’s global pop dominance, Anthony Edwards’ unapologetic energy on the court, and Mark Gonzales’ rebellious legacy in skateboarding, each voice in this campaign represents a different facet of what it means to be original.
The visuals, directed by Thibaut Grevet, are just as impactful. Known for his dreamlike, cinematic approach that blurs the lines between fashion and music, Grevet, whose past collaborators include Nike, Dior, and Kaytranada lends a stripped-back, black and white aesthetic that allows each icon’s presence to speak louder than any trend ever could. The two-part film unfolds through timeless metaphors: ancient pyramids and ticking clocks, symbols of legacy and the relentless passing of time.
Yes, it’s a campaign, but it’s one we’ll happily fall for. In a world of copy-paste content and algorithm-chasing sameness, standing apart is the real flex. After all, you don’t become an icon by falling in line.
Watch the video here:
Words: Kevin Breen
