Celebrity Name: Samuel L. Jackson
Brand Name: Adidas Originals
Deal Type: Brand Campaign Partnership
Announced: February 2026
Impact: Deepens Adidas Originals’ long-term storytelling strategy around the Superstar silhouette, bridging generational audiences through Jackson’s ongoing ambassador role into SS26
- Samuel L. Jackson returns as the face of Adidas Originals’ SS26 Superstar campaign, titled “Where Are My Superstars?”
- The campaign, directed by Thibaut Grevet, follows Jackson on a cinematic search for the cultural “superstars” worthy of wearing the iconic shell-toe sneaker
- The campaign title playfully echoes Jackson’s beloved Incredibles character Frozone’s famous line: “Where is my super suit?!”, a clever wink to pop culture fans
- This builds directly on Jackson’s 2025 “Pyramids” black-and-white film for Adidas, where he compared the Superstar sneaker’s cultural legacy to ancient Egyptian monuments
Samuel L. Jackson is back with Adidas Originals — and this time, he’s on a mission.
The Hollywood legend has been tapped to front the brand’s SS26 Superstar campaign, cheekily titled “Where Are My Superstars?”
The teaser, which dropped in mid-February 2026, reunites Jackson with director Thibaut Grevet in a cinematic chase built around a simple but bold idea: the Superstars are missing.
Jackson, who voiced Frozone in the beloved animated franchise, famously delivered the line “Where is my super suit?!” and Adidas leans straight into that cultural shorthand. The full campaign has yet to be released, leaving fans in suspense about whether Jackson will find his missing kicks.
This isn’t Jackson’s first lap with the brand. In 2025, Adidas tapped him to narrate the striking black-and-white “Pyramids” teaser, part of “The Original” campaign, where he drew a parallel between ancient monuments and the enduring cultural power of the Superstar sneaker.
“Do you ever wonder why people still talk about pyramids? 4,000 years later, people still fly across the world to see ’em,” Jackson said in that spot. He also narrated the “Clocks” hero film, which featured a star-studded cast including Missy Elliott, GloRilla, and NBA star Anthony Edwards.
The Adidas Superstar, born in 1969 as a basketball shoe, has long since crossed into music, fashion, and street culture. Bringing Jackson back for a second consecutive campaign fits squarely into that strategy, betting on consistent, character-driven storytelling over one-off celebrity cameos to keep the Superstar silhouette relevant heading into Spring/Summer 2026.
Recently, Bad Bunny recently launched his “The BadBo 1.0” sneakers with the brand, extending Adidas’ reach deep into Latin music and streetwear.
Adidas isn’t alone in the celebrity partnership arms race. Across the industry, brands are leaning hard into cultural figures: Lady Gaga fronted Rocket Companies’ Super Bowl 2026 campaign, while The Kid LAROI linked up with Crocs.
On the personal front, Jackson remains one of Hollywood’s busiest stars, set to reprise his iconic role as Nick Fury in Avengers: Doomsday, slated for 2026.
Takeaways:
Adidas isn’t just selling sneakers here, it’s selling a mythology, and Samuel L. Jackson is its narrator. By returning for a second campaign, Jackson has quietly become the brand’s cultural anchor for the Superstar franchise, transforming what could be a one-time cameo into an ongoing brand universe.
The Incredibles Easter egg is no accident either, it’s a masterclass in meeting consumers where their nostalgia lives. And with the full campaign still unreleased, Adidas has the internet doing its marketing for it.
Does a familiar face like Samuel L. Jackson make you more likely to care about a classic sneaker like the Superstar? Does tying a brand campaign to an iconic movie line (Frozone’s “Where is my super suit?!”) make you more or less likely to engage with the product?
