Johannes Leonardo

ORIGINALS

SUPERSTAR IS NOT WHAT YOU THINK IT IS .

TO RE-LAUNCH THE ICONIC ADIDAS SUPERSTAR SHOE AND RE-ESTABLISH ITS CULTURAL RELEVANCE, WE DARED TO QUESTION WHAT IT MEANS TO BE A SUPERSTAR IN TODAY’S WORLD.

Launched in 1969, the Superstar lives at the heart of the adidas Originals brand and was once renowned for its place in rebellious street culture. In 2015, the shoe needed to reassert its dominance with a fresh voice and a new conversation to form a connection with a new generation.

Popular culture has completely redefined the notions of self-expression, originality, and creativity. We live in a fame-obsessed society where people are motivated to action based on the notoriety that might result.

In January of 2015, we used celebrity to ask a provocative question about superstardom and its true meaning in today’s culture. One with different values and aspirations from the era when the Superstar was first introduced.

Because only by stripping away, can superstar be built back up with its true, original meaning and inspire a new era of creators who have the courage to create from deep within, following nothing but their instincts.

Launching with a 90 second film featuring globally recognized superstars David Beckham, Pharrell Williams, Rita Ora and Damian Lillard, the provocation was uniquely activated and adopted by 50+ markets across the globe, including takeovers in Times Square and pop-up shops in NYC, to the subways of Seoul, to paintings in Berlin and mobile applications in the UK.

Pharrell Williams

Pharrell Williams

David Beckham

David Beckham

Rita Ora

Rita Ora

Damian Lillard

Damian Lillard

Supercolor with Pharrell Williams

In March of 2015, we furthered our POV though a continued partnership with Pharrell. We used his personal perspective to talk about creative empowerment, choice and equality, in launching his newest collaboration with adidas Originals – Supercolor. A collection of of 50 different Superstar sneakers (and choices).

A key product and story for the 2015 Superstar campaign, the work looks to evolve our narrative from questioning the notion of a true superstar, towards empowering our consumers to make their own choices and not just follow the path of the famous.

This conversation continued to resonate throughout the globe and helped adidas Originals realize a 29% sales increase in Q1, with strong double-digit increases in almost every market.

In July of 2015, the second half of the year-long launched and continued the dialogue in a new campaign that answered the question of what is means to be a superstar. 

True superstars create for an audience of one. 

"Audience of One"

These five creators became the focus of the Fall/Winter 2015 story, bring the idea to life in their local markets. The notion of superstar continues to be democratized with a “Pay It Forward” social component where our five new creators nominate others that embody the same creative spirit and the process continues, living under the hashtag #OriginalSuperstar.

The answer saw Pharrell identify five young talents from key commercial markets across the globe that embody this true sense of superstar. Pharrell selected five global artists whose talents range from music to visual arts to convey a message that creativity in and of itself is the vehicle of a true superstar:

Pusha T, musician from the US

Grigoriy Dobrygin, actor/director from Russia

Yoon, designer from Japan

VJ Mian, VJ/designer from China

Smithe, illustrator from Mexico

This POV also is aligned with the product design with the launch of Pharrell’s Supershell collection.