adidas Originals’ Cultural Takeover at 180 Studios & Launches The THIS IS SUPERSTAR Campaign

adidas Originals is reshaping a cultural classic with the debut of Superstar: The Original Icon. Reviving its most storied sneaker, the brand calls on a dynamic mix of talent, Stormzy, Olivia Dean, Shygirl, Barry Keoghan, Jude Bellingham, and Florian Wirtz. To celebrate the shoe’s timeless influence while sparking new interpretations for today’s generation. This UK spotlight follows a global push that united figures such as Samuel L. Jackson, Missy Elliott, Jennie, and Mark Gonzales in honour of the Superstar’s worldwide impact.

In London, the celebration takes shape as THIS IS SUPERSTAR, a three-day experience hosted at 180 Studios from Friday 29 to Sunday 31 August. Instead of a traditional launch, the event becomes a living installation: a space where fashion collides with skate, music fuels movement, and the sneaker’s DNA is reimagined through immersive design. Visitors are invited to explore rooms curated by authentic communities, engage with interactive works, and step inside the very worlds that defined the Superstar’s cultural weight.

Rather than a conventional launch, the three-day program unfolds as a cultural playground where the foundations of the Superstar’s influence, fashion, skate, and music, are reimagined. Visitors will move through curated worlds shaped by real communities, encounter interactive installations, and immerse themselves in the sounds, visuals, and movements that elevated the shoe from sportswear to a universal emblem of attitude.

The experience expands further through collaborations with partners including NTS, FD from the Future, LABRUM London, JD, ASOS, and others, each bringing their own perspective to the icon’s story. At its core, however, the takeover keeps the Superstar front and centre, returning in its timeless colourways alongside the Firebird Tracksuit, both enduring markers of style innovation and cultural influence.

At the centre of it all are two constants: the Superstar itself, returning in its classic colourways, and the Firebird Tracksuit, a companion piece first introduced in 1967. Together, they trace a journey from sport to street, from performance to influence. The padded updates of the 90s gave the Superstar new life on stages and skateparks, while the Firebird remained a fixture in wardrobes of musicians and style pioneers worldwide.

Rather than a single story, the project opens the floor for many, a reminder that the Superstar has never belonged to one scene, one look, or one generation. It is an open invitation: step in, make it your own, and carry the icon forward.