adidas Reboots Superstar with Hotel Superstar Film Starring Samuel L. Jackson

adidas Originals rebooted the Superstar with a cinematic short film titled "Hotel Superstar" that dropped on February 26, 2026 and stars Samuel L. Jackson as the narrating anchor. Directed by photographer-filmmaker Thibaut Grevet, the film positions Jackson as a guide through a surreal hotel where the sneaker’s legacy is staged as a cross-generational cultural touchstone.

The cast reads like a cultural map: JENNIE of BLACKPINK, Kendall Jenner, Lamine Yamal, Baby Keem, James Harden, Tyshawn Jones and Olivia Dean all appear in the film, each presented in the camera’s frame wearing the black-and-white Superstar. Sgieurope highlights Lamine Yamal as a 17-year-old Spanish football prodigy fresh from a breakout season with FC Barcelona and Spain’s Euro 2024-winning squad. Kendall Jenner is shown in the campaign wearing the Equipment Blocking Red Jacket, and Tyshawn Jones’s creative tie-in extends to men’s denim shorts in the men’s collection.

The film’s concept leans fully into surrealism: it is set in a fictional “Hotel Superstar,” a place described as “the hotel that exists outside of time,” where “camera follows him down endless corridors and into countless rooms.” Almcorp called the work’s imagery a “surrealist visual language” and noted the campaign’s “unusually dense star roster” that spans K-pop, football, basketball, skateboarding, rap and pop music. Scenes unfold as Jackson opens doors into rooms that reveal each icon’s creative world, underscoring the sneaker’s role across disciplines.

Creative credits consolidate around New York agency Johannes Leonardo as creator, with Thibaut Grevet directing and production credits split across Johannes Leonardo as producer and the production company DIVISION in other accounts. Sources consistently name Johannes Leonardo and Grevet; several outlets also credit DIVISION as the production company, reflecting a production structure that pairs agency creative with an external production house.

Product-wise, the Spring 2026 Superstar collection keeps the shoe’s signature shell toe and monochrome black-and-white base while introducing bold red accents across apparel and select footwear details. The womenswear lineup includes a Superstar Tracktop offered in three versions — standard, faux leather, and crochet — while menswear features looser-fit tracksuits with 3-Stripe color blocking and an increased denim focus tied to Tyshawn Jones. Hypebeast flagged experiments in faux leather and crochet constructions intended to blur the lines between sport and street.

Adidas plans a global rollout of the campaign through coordinated content, brand activations and immersive in-person experiences during Spring 2026, part of an integrated franchise push to reinforce Superstar as a core lifestyle product across North America, Europe and Asia. Annie Barrett, Vice President of Marketing at adidas Originals, framed the move plainly: “The campaign celebrates the next era of the Superstar through both timeless design and cultural relevance.” She added, “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 campaign is described as the second chapter in an ongoing Superstar franchise; Mitsui & Co. put the silhouette’s origins in sharper historical terms: “The adidas Superstar – originally a basketball shoe introduced in 1969 – has long been one of adidas’ primary vehicles for lifestyle and streetwear positioning.” Other accounts frame the shoe’s debut more generally in the 1970s, a discrepancy that sits alongside the new film’s broader aim: to use a star-studded, cinematic moment to steady the Superstar’s place in a competitive lifestyle market during Spring 2026.