Adidas’ Superstar Campaign: Where Football Meets Culture
For more than five decades, the adidas Superstar has been more than just a sneaker. First launched in 1969 as a basketball shoe, it quickly transcended its sporting roots to become a global streetwear icon. Worn by rappers, skaters, and cultural pioneers, the shoe has constantly reinvented itself, staying relevant across generations.
The latest adidas Superstar campaign builds on this legacy, showing exactly why the line continues to matter. By uniting some of the biggest names from sport, music, and entertainment, adidas is proving that the Superstar is an icon of the shoe world.
Football at the forefront
The campaign features rising football stars like Jude Bellingham, Jules Koundé, Florian Wirtz, David Alaba, and Moise Kean. These are not just athletes but global personalities with influence far beyond the pitch. Their presence in the campaign highlights football’s growing role in shaping culture, fashion, and lifestyle.
For adidas, this is about placing the Superstar at the intersection of sport and identity. Bellingham, for example, has become one of football’s most marketable young figures, combining elite performances at Real Madrid with a distinct style and personality that resonates with Gen Z. Pairing him with adidas Originals is a strategic play that reinforces both his personal brand and the timeless relevance of the Superstar.
“For adidas, this is about placing the Superstar at the intersection of sport and identity.”
A cross-cultural lineup
But football doesn’t carry the story alone. Alongside Bellingham and his peers, adidas has brought in major names from other industries: Stormzy, Barry Keoghan, Angele, Olivia Dean, Nina Chuba, ShyGirl, and Rose Villain, among others. By blending football with music, acting, and wider culture, adidas is demonstrating the universal appeal of the Superstar.
This cross-industry strategy mirrors the way today’s consumers see the world. A teenager who follows Bellingham might also listen to Stormzy or watch Keoghan on screen. Adidas is positioning the Superstar as the common thread running through all these passions.
Why this matters
Campaigns like this reveal the power of aligning sport with popular culture. Footballers are no longer confined to their performances on the pitch; they are cultural leaders with global audiences. According to Nielsen, football players are among the most influential figures on social media, with stars like Bellingham and Alaba reaching millions of engaged followers. For adidas, tapping into that influence allows the brand to build authentic connections with young consumers who value both performance and style.
It also highlights the growing role of lifestyle in sports marketing. The modern consumer is buying into a story, an identity, a community. Adidas understands that the Superstar is not defined by one sport, one culture, or one era—it’s defined by the ability to move across them all.
“Footballers are no longer confined to their performances on the pitch; they are cultural leaders with global audiences.”
The power of longevity
Perhaps the most impressive aspect of this campaign is that it builds on more than 50 years of history. The Superstar has already been embraced by everyone from Run-DMC to NBA legends to skaters and streetwear enthusiasts. Adidas is now ensuring that a new generation claims it too, with footballers at the heart of that evolution.
Star power is essential, but longevity is what makes campaigns like this truly resonate. Adidas’ campaign celebrates a symbol of reinvention and cultural crossover. And in putting footballers front and center, the brand is reaffirming how sport continues to be one of the most powerful entry points into popular culture.
