The iconic Superstar sneaker lives at the heart of the Adidas Originals brand and was the creator of the sneaker culture movement. While the shoe remained a classic choice throughout the years, by 2014 it had lost its status and its sales.

How do you make something that led the pack in the 80s, relevant in culture again? How can you connect with the most skeptical target audience without just relying on past cred?

Could a 45 year old shoe take over culture again and drive significant sales for Adidas? Could it compete in a market dominated by Nike and their war chest of sport endorsements?

Sales were flat, the Superstar was fading. And in a year when Kim Kardashian was one of the world’s top Google searches, the very nature of the authentic superstar was fading too.

To re-launch the iconic Adidas Superstar shoe and re-establish its cultural relevance, the shoe needed a new voice that could connect with a generation who weren’t even alive when the Superstar was at its peak.

Popular culture had completely redefined the notion of superstardom, so we began by questioning the very thing everyone seemed to be chasing: fame, fortune and followers – suggesting that true superstars don’t let the world decide who they are.

We got a new generation to determine what superstar meant for themselves. Across social media, blogs, feeds... the Superstar was suddenly a leader again.

We exponentially exceeded our sales goals and Superstar became the best selling sneaker of 2015. But most importantly, we helped the Superstar shoe find its place at the forefront of culture again.