Adidas Originals Revives Samuel L. Jackson, Superstars for Chapter Two Relaunch

Adidas Originals has announced a significant revival with the launch of Chapter Two, featuring Samuel L. Jackson. This initiative is part of a broader strategy aimed at reinvigorating the iconic Superstars line.

Strong Growth in Adidas’ Lifestyle Division

In the three months leading up to October 2025, Adidas Originals experienced notable success. The lifestyle division reported double-digit growth in Q3. This growth translated into a 10% increase in revenue, pushing total net sales to $7.69 billion (€6.6 billion).

Chapter Two and its Creative Team

Chapter Two is created by the renowned agency Johannes Leonardo. The project is directed by Thibaut Grevet, who brings a fresh vision to the campaign. Samuel L. Jackson, a key figure in the original lineup, returns for this exciting relaunch.

New Cast of Superstars

Beyond Jackson, the campaign introduces a new ensemble of Superstars. This diverse cast aims to connect with a broad audience and showcase the brand’s evolution. The focus isn’t solely on footwear; there are various elements designed to enhance the lifestyle appeal.