After Future Store activation, Adidas stages London “cultural takeover”

A big London weekend has arrived for Adidas Originals in celebration of its heritage footwear brand Superstar.

Having already released its star-studded global Superstar campaign (featuring multi-generational icons including Samuel L Jackson, Missy Elliott, Jennie and Mark Gonzales), suitably named ‘Superstar: The Original Icon’, and a launch event at London’s Future Store, the celebration culminates with ‘This Is Superstar’, a three-day (29-31 August) experience hosted at 180 Studios.

Here, the event becomes a living installation, “a space where fashion collides with skate, music fuels movement, where 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.

And there’s more. The event also calls on a powerful celebrity line-up to promote the occasion: Stormzy, Olivia Dean, Shygirl, Barry Keoghan, Jude Bellingham and Florian Wirtz “to honour the Superstar’s enduring legacy and inspire a new generation to make it their own”.

Back at 180 Studios, the event celebrates “the pillars that have shaped the Superstar’s legacy — fashion, skate, and music, the event transforms the iconic sneaker’s story into an immersive, creative experience”, we’re told.

Guests are exploring spaces curated by authentic communities, dive into interactive installations, and feel the pulse of the scenes that cemented the Superstar as a global symbol of style and attitude.

The packed programme also includes three night-time events: Friday night sees NTS Radio curating a line-up of live music and DJs, while grime heavyweight Ghetts will headline a Saturday night showcase curated by Rinse FM before the weekend concludes with a block party hosted by ASOS and Confidence Man on Sunday evening. 

Open to everyone, “it’s an invitation to step in, stand out, and make your mark – just as the Superstar always has”, says Adidas.

Chris Walsh, VP Brand at Adidas, added: “Superstar has never just been about style — it’s about the people who make it their own. Adidas Originals ‘Superstar: The Original Icon’ UK campaign brings together some of the biggest and most exciting names in culture because they represent the creativity and individuality that the Superstar stands for. This campaign is about celebrating our homegrown icons while inspiring the next wave of Originals to shape the future on their own terms.”

Of course, at the heart of it all stands the Superstar II, returning in two classic colorways alongside the Firebird Tracksuit. 

“Created for basketball, adopted by the pioneers of streetwear, championed again and again by each generation”, the 50-year-old Superstar is presented alongside the Firebird Tracksuit, “which  has remained in the spotlight since 1967, continuously embraced by style pioneers and musical innovators worldwide”. 

Adidas Originals Superstar II and Firebird apparel is, of course, available now to purchase.