Samuel L Jackson Fronts adidas' Superstar Campaign

Few unions feel as right as and legendary actor Samuel L. Jackson. Both icons in their own right, the former first made its mark in 1969 as a basketball silhouette before becoming a street staple by the 80s, while the latter’s voice and presence have shaped decades of film and pop culture. Now, as the Three Stripes look to bring fresh energy to the shell toe through new-school collaborators and bold campaigns, it only feels right that the actor leads the German label’s latest campaign.

Shot in black and white to echo its archival roots, the film opens with the prolific main man in full Run DMC-era uniform – adidas tracksuit, bucket hat, and Superstars – set not in New York, but against the monumental backdrop of Giza’s pyramids.

Instead of listing product features or brand accolades, the Pulp Fiction star turns philosopher, reflecting on what makes the pyramids so captivating: not modern tech, but a kind of mythic permanence that has outlasted centuries of speculation, theories and conspiracy. The Superstar, adidas suggests, belongs in that same conversation.

For most of the spot, the dots are left for the viewer to connect. But just before the credits roll, Jackson delivers the message in his unmistakable tone: 'There wasn't nothin' else like 'em then – and there ain't nothin' else like 'em now... except these motherf@&*#!s', as he kicks a pair of classic white-on-black Superstars onto the desk.

Peep a full look at the campaign above, and stay locked to Sneaker Freaker for more updates.

Don’t forget to create your own SF profile to stay updated! Simply click ‘Sign in’ on our menu and join the fam.⁠