For spring 2026, adidas chooses not to tell the story of just a simple sneaker, but of an entire universe. Guiding us into this world is Samuel L. Jackson, who returns to collaborate with the brand as both narrator and magnetic presence in a story about cultural legacy and new creative energy: that of the Superstar.
The film, directed by photographer and filmmaker Thibaut Grevet and developed by the agency Johannes Leonardo, opens with a stark black-and-white aesthetic. Jackson is behind the wheel, immersed in his thoughts, as if chasing an intuition that’s hard to grasp. It’s not a physical journey, but a mental one: a search for what it means to be a “Superstar” today.
The answer takes shape in a suspended, surreal place: the Hotel Superstar. A space that feels alive, where proportions shift, walls slide, and doors open onto unexpected scenarios. Here, time is not linear but elastic. The rules of reality bend: laces tie themselves, corridors stretch endlessly, and every room becomes a creative microcosm.
As he moves through this timeless hotel, Jackson encounters the faces redefining today’s cultural landscape. There’s Jennie, a global symbol of music and style; Kendall Jenner, embodying cross-disciplinary influence between fashion and pop culture; Lamine Yamal, a precocious talent rewriting the rules of football; Baby Keem, the voice of a new musical sensibility; James Harden, an NBA icon with unmistakable style; Tyshawn Jones, a legend of contemporary skateboarding; and Olivia Dean, one of the brightest rising stars in today’s pop scene.
The sneaker at the center of it all is the Superstar, yet the product almost becomes a pretext. The real theme is continuity across generations: how an icon can span decades and remain relevant thanks to those who wear it, reinvent it, and infuse it with new meaning.
The Spring 2026 campaign will roll out globally with digital content, activations, and live experiential moments, transforming the Hotel Superstar into an open narrative platform. It’s not about celebrating the past, but about proving that “Superstar” status doesn’t belong to a specific era: it’s a condition that renews itself every time creativity and vision meet.
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