Kendall Jenner selling us adidas Superstars because we apparently still need celebrity endorsement to buy shoes
The adidas Superstar is entering a new era, and it looks a lot like Kendall Jenner. We're not sure if this is evolution or devolution, but here we are. The model just became the newest face of the brand's iconic sneaker as it rebrands its signature silhouette for 2026. Joining other global superstars across industries, including JENNIE, Samuel L. Jackson and Lamine Yamal, Jenner launched The Three Stripes' latest campaign in style.
What strikes us about this moment is how adidas continues to chase celebrity heat rather than cultivating the grassroots culture that made the Superstar legendary in the first place. We're watching a shoe born in basketball courts and adopted by hip-hop pioneers get repositioned through the lens of someone whose connection to street culture feels, let's say, tenuous at best.
Shot by esteemed photographer and filmmaker Thibaut Grevet, the campaign takes place within the fictional cinematic universe of Hotel Superstar. Jackson embarks on a search for his Superstar, and comes across a host of cross-cultural icons on his journey. The grainy, old Hollywood aesthetic of the short film is reflected in the photographs, creating a vintage look.
Jenner wears a pair of black, crocodile skin Superstars for her close up, paired with socks and an adidas Originals track jacket. In her alternative look, her Superstars are white and styled with the new, feminine Superstar Tracktop and bloomer shorts set in bright red. As the brand further blurs the line between sport and streetwear, the Superstar is set to be at the heart of that transition.
The crocodile skin detail catches our attention for all the wrong reasons. Here's a shoe that built its reputation on accessibility and democratic style, now wrapped in exotic leather that screams luxury exclusion. It's peak fashion capitalism, taking a populist icon and dressing it up for the one percent while marketing it to everyone else.
We see the strategic logic here. Jenner brings eyeballs, Instagram engagement, and that particular brand of aspirational lifestyle marketing that moves units. But something gets lost when brands prioritize celebrity wattage over authentic cultural connection. The kids creating tomorrow's trends in bedrooms and basements don't need Kendall's permission to make the Superstar relevant again.
The new era of adidas Superstar is available to purchase now on the adidas website and select retailers.
What we'd rather see is adidas investing that celebrity budget into emerging creators, community programs, and the kind of grassroots initiatives that actually nurture culture rather than just commodify it. But then again, that doesn't generate the same quarterly buzz as a Jenner campaign drop.
