#Japan #Harajuku #Firebird #AdidasOriginals #Superstar

Adidas Originals Launches 'Superstar: The Original' Campaign

Adidas Originals has kicked off a global campaign this spring, titled "The Original", aiming to highlight its iconic sneakers, the Superstar and Firebird. This campaign features striking visuals and an original film showcasing various music icons, including the renowned artist Jenny, and celebrated actor Samuel L. Jackson. The Superstar, initially designed for basketball, has transcended into a style staple loved by streetwear pioneers and continues to inspire generations.

The campaign pays tribute to the classic silhouette of the Superstar through a dramatic visual presentation, shot in bold black and white, reminiscent of the live stage's vibrance. The choose of background emphasizes the sneaker's enduring icon status, rooted in cultural evolution.

Events and Experiences

To resonate with the campaign’s central message, “The Original,” Adidas Originals will host THE ORIGINAL LAB from August 8 to 10, 2025, in Harajuku. Attendees will have the opportunity to customize their Superstars and Firebirds, creating unique designs that showcase personal styles. In addition, Adidas will participate in the upcoming SUMMER SONIC 2025, with exclusive booth activities promising immersive experiences.

The campaign emphasizes the belief that the Superstar and Firebird are not merely footwear; they represent inclusion within a community, fostering creativity and connecting individuals. As part of its multifaceted approach, Adidas Originals highlights the cultural impact of its sneakers, not just through their designs but through the personal journeys of those who wear them.

Iconography and Culture

The visual campaign is guided by the creative director, Thibaut Grevet, a photographer and filmmaker known for his keen insights into revolutionary fashion and music. Samuel L. Jackson’s narration guides viewers through a narrative of culture's evolution over generations, emphasizing that true originals are driven by innovation and authenticity.

Among the iconic personalities featured are:

• - Missy Elliott: Renowned songwriter and music producer.
• - Mark Gonzales: A legend in skateboarding.
• - Anthony Edwards: NBA's rising star.
• - Glorilla: A hitmaker from Memphis.
• - Tizo Touchdown: An emerging singer-songwriter.
• - Gabriette: An actor and model breaking barriers.

This two-part campaign consists of:
1. Pyramids: Jackson provides intriguing insights about monuments representing humanity's achievements, paralleling the Superstar's cultural significance.
2. Clocks: A powerful hero film featuring seven cultural icons uniting under a shared, compelling message.

Originals Hub

Adidas has launched a dedicated website, The Originals Hub, where fans can explore the fresh looks made by various community members, dive into the archives of Adidas' cultural legacy, and access exclusive global event information. For a preview of the custom shoe designs and more, visit the official website: Adidas Originals.

Customization Experience

THE ORIGINAL LAB will provide a hands-on experience where customers can explore over 300 customization options, all within a chic black-and-white themed space. Free workshops by experienced remakers will also be available but require prior booking. To participate, customers must purchase either the Superstar or Firebird models between July 23, 2025, and August 10, 2025, at selected Adidas outlets and online stores.

Special Events

On July 25, 2025, a launch event will be held at the Adidas Originals flagship store featuring the talented female rapper MFS, who gained international acclaim when her song was featured in the game Overwatch 2. The event will allow fans to witness a special performance while wearing customized Superstars.

Conclusion

This campaign showcases that being an original is more than just wearing a trendy sneaker; it's about influencing culture and standing as a beacon of empowerment. With each step, the Superstar and Firebird continue to inspire lifestyles, driving creativity and community engagement worldwide. Don’t miss the chance to be part of this iconic journey!

For more information about products and events, visit Adidas Official.