Samuel L. Jackson Goes in Search of His Superstars for adidas

​Samuel L. Jackson is the newest guest to check in to adidas’ Hotel Superstar as he embarks on a quest to uncover the next generation of Superstars. 

Directed and photographed by photographer and filmmaker Thibaut Grevet through DIVISION and created by Johannes Leonardo, the campaign sees the actor  once again star in and lend his voice to the brand. While the last chapter of the ‘Superstar’ story saw adidas pay tribute to time, the latest installment enters a realm where time bears little to no meaning. 

The film begins in black and white, as Samuel drives down a road attempting to put the pieces of a story together in his mind. Looking for a place where he might find his as yet unintroduced ‘Superstars’ he lands on the Hotel Superstar, where a different cultural icon lives behind each door. 

Stepping into the hotel, it’s a place where the walls move and doors rattle, time accelerates  and shoelaces tie themselves together. A cinematic yet surreal environment, Samuel takes off down the corridors. Barefoot and inquisitive, the camera follows him down never-ending corridors and into countless rooms, each one opening onto a different icon’s world and revealing their creativity, individuality and timeless influence. 

Throughout the campaign he meets a number of cross-generational individuals defining today’s culture: global music icon JENNIE, style icon Kendall Jenner, football prodigy Lamine Yamal, musical innovator Baby Keem, NBA superstar James Harden, skateboarding legend Tyshawn Jones, and pop’s most exciting new star Olivia Dean.

”The campaign celebrates the next era of the Superstar through both timeless design and cultural relevance,” said Annie Barrett, vice president of marketing, adidas Originals. “Superstars never go away, they are timeless and iconic. This season, we continue to show the relevance of this sneaker across music, fashion, sport, and art. The new campaign pushes the bounds of reality with unexpected twists.”

Rolling out globally this season, the Superstar Spring 2026 campaign will be supported by an integrated franchise plan featuring global content, coordinated brand activations and immersive in-person experiences.