JD Sports x Adidas - Superstar

Adidas and JD Sports asked us to help bring back one of the most recognisable sneakers of all time, the Superstar. This was not just a relaunch. It was about creating a campaign people would notice, talk about, and share.

Challenge
The Superstar has always been more than a shoe. It is part of music, fashion and street culture. Our challenge was to reconnect it with an audience that lives online but takes cues from what happens on the ground. The campaign had to make people stop in real life and keep talking long after.

Approach
We built the campaign around impact. At the Trafford Centre and Westfield Stratford, giant eight-foot Superstar trainers hung from the ceiling, drawing crowds and sparking conversation. In London, murals of Ghetts and Jade Thirlwall connected with the audience through music and style. Lenticular flyposting and a Newham special build gave the sneaker presence at street level.

The campaign stretched across Manchester, Newcastle and Paris with key placements including a 64sqm Paris billboard and a full Trafford Centre takeover. Every site was chosen for cultural relevance, making sure the Superstar was visible in the places that mattered most.

Results
The campaign went viral. Shoppers and passers-by flooded social feeds with more than 400,000 tagged story impressions in days. Over 65 million impressions were recorded across the campaign, with thousands of organic shares and conversations online. The work blurred the line between OOH, street culture, and guerrilla marketing — and made the Superstar relaunch impossible to ignore.

ImpactThis campaign showed how scale, creativity, and cultural connection can combine to deliver more than visibility. It gave Adidas Originals and JD Sports a platform that felt authentic to the audience and reminded people why the Superstar remains a cultural icon.