The hunt for the next superstars.

The Superstar is one of adidas’ most successful shoes—but success has a funny side effect: everyone wants to replace you. Every season brings new silhouettes and collaborations hoping to claim the crown.

So we turned the campaign into a hunt. A barefoot Samuel L. Jackson searched for two things at once: his missing Superstars—and the next generation of superstars.

That search drew new circles into orbit—Tyshawn Jones, Kendall Jenner, Jennie, James Harden, Olivia Dean, Baby Keem—each appearing as their own cultural moment was unfolding. The campaign moved to the rhythm of the artists, not the brand—and the Superstar stayed exactly where it belongs: at the center.