Adidas has been around long enough to know what works and what doesn’t. But even legacy brands sometimes need to remind the world who they are. That’s exactly what Adidas Originals just did with its new Superstar campaign, and honestly, it’s a lesson in how to blend legacy with relevance without trying too hard.
The campaign doesn’t just throw celebrities into a commercial and call it a day. It brings together legends like Samuel L. Jackson and Missy Elliott with newer names like GloRilla, Anthony Edwards, and Jennie from Blackpink. It’s not just about fame; it’s about connection. These are people who, in their own way, have influenced how we dress, move, sound, and speak. That mix is powerful and very intentional.
From a brand perspective, this isn’t just smart. It’s sharp storytelling. Adidas isn’t selling a shoe; they’re reminding us that the Superstar has been part of cultural shifts for decades. And that’s the kind of cultural influence that stays with people.
Timelessness done differently
Instead of focusing on product features or sports performance, Adidas goes for something bigger, something emotional. The campaign feels more like a short film than an ad, shot in dramatic black and white, with Samuel L. Jackson’s voice taking us through abstract concepts like time and originality.
At one point, Missy Elliott picks up a payphone and calls out the fact that they’re on a soundstage. Another moment has Anthony Edwards wondering out loud if that’s Sam Jackson talking. It’s all very meta, but not in a pretentious way. It’s playful, unexpected, and makes you lean in.
By making you think about the sneaker’s role in pop culture, past and present, Adidas shifts the conversation away from trends and into something far more lasting. They’re saying: this isn’t just a shoe. It’s a part of how culture moves. That kind of cultural influence doesn’t happen overnight, but when it does, it hits.
Why this campaign works
Marketing in 2025 isn’t about pushing a product; it’s about pulling people in. Adidas gets this. And they’ve built something that does more than showcase a sneaker; it tells a story about identity, legacy, and voice.
They’ve also made a very deliberate choice in how they present the campaign. There’s a teaser about pyramids (which speaks to timeless design) and a hero spot about clocks (which makes you think about moments, generations, and transitions). These aren’t random metaphors; they connect directly to the product, which has literally outlasted trends since 1970.
Even the details, like Jackson’s Kangol hat and Missy’s iconic presence, add layers. They’re tapping into symbols we know and trust, then handing them over to the next generation of artists and athletes. That handoff is where cultural influence lives and breathes. It’s nostalgic without getting stuck in the past.
What entrepreneurs and brands can take away
This campaign isn’t just for sneakerheads or fans of Missy Elliott. It’s a reminder that a successful marketing strategy is deeply rooted in understanding your audience and how they move through culture. Whether you’re building a streetwear brand or running a local café, here’s what this campaign teaches:
- Honor your roots, but don’t live in them. Adidas didn’t just lean on nostalgia. They used it as a bridge to reach today’s generation.
- Let the product tell a story. This campaign isn’t about features. It’s about moments, memories, and identity.
- Invest in people, not just personalities. Everyone featured in the campaign brings something real to the table. They’re not just famous, they mean something in the culture. That meaning is what sticks.
If you’re a smaller brand, this doesn’t mean hiring celebrities. It means figuring out who your audience looks to for influence and building a community around that. The scale doesn’t matter; the cultural influence does.
Cultural influence drives staying power
Here’s the thing: anyone can go viral. But staying relevant over decades? That’s a whole other game. Adidas Originals is showing us how it’s done by tapping into the past without getting stuck there, and making space for the present without losing who they are.
And the numbers back it up. In the first quarter of 2025, Adidas saw a 13% increase in revenue year-over-year. A huge chunk of that came from their Originals line, which saw double-digit growth in both footwear and apparel. That’s not just a good campaign. That’s effective, long-game marketing.
What’s more impressive is how they did it. They didn’t shout. They didn’t over-sell. They just brought together people, style, and music in a way that made you feel something. In a time when ads are everywhere, that feeling is what breaks through. That’s cultural influence at its finest.
The takeaway: Build legacy through meaning
Whether you’re a startup founder or running a well-loved brand, the message here is clear: success in marketing isn’t just about being seen. It’s about being remembered. The Adidas Originals campaign isn’t just a great ad; it’s a blueprint. One that says: know your story, know your people, and make something that matters. That kind of impact doesn’t come from clever taglines. It comes from knowing exactly what role your brand plays in the culture and owning it fully.
Because when your brand becomes part of how people express themselves, you’re not just relevant, you’re essential. And that, above all, is the power of cultural influence.
FAQ’s
1. How can brands use cultural influence in campaigns?
By blending past icons with today’s voices to spark emotion and relevance.
2. Do emotional or visual storytelling really help sell products?
Yes, they help people connect to the why, not just the what of a brand.
3. What’s a smart way to stay relevant across generations?
Bring legacy to life by letting new voices carry it forward in their own way.