The new FW25 campaign by adidas Superstar Rose Villain and Moise Kean celebrate the iconic sneaker

The new global “Superstar, The Original” campaign by adidas Originals, successfully launched in 2024, continues to celebrate the brand’s heritage with a new local initiative for the FW25 season. The protagonists of this campaign are two Italian talents embodying authenticity and innovation: singer Rose Villain and footballer Moise Kean. The choice of these two figures underscores the deep connection between adidas Originals and music culture, a central pillar of the brand’s identity expressed through timeless style and a pioneering attitude. At the heart of the campaign is the Superstar sneaker, a symbol that has transcended its sporting origins to become a cultural icon. Born in the 1960s for basketball, the Superstar was embraced in the ’80s and ’90s by artists, musicians, and skaters, becoming a hallmark of streetwear. Its simple yet unmistakable silhouette, characterized by the shell toe and three side stripes, has served as a bridge between sport and pop culture, influencing generations of creatives. For the FW25 season, the local campaign presents the Superstar in two classic colorways, paired with the legendary Firebird tracksuit, another cornerstone of adidas style that, since 1967, remains a symbol of innovation and stylistic rebellion.

The campaign employs a black-and-white aesthetic to pay homage to the original Superstar colorway, emphasizing its timeless essence and enduring appeal. The meticulously crafted images capture the energy of the protagonists and the magnetism of the three stripes, the brand’s universal symbol. The Firebird tracksuit, with its bold and versatile design, completes the visual narrative, evoking adidas Originals’ cultural heritage and its role in shaping global subcultures. Rose Villain, a prominent figure in the Italian music scene, brings a unique energy to the campaign. Her aesthetic, ranging from punk influences to sophisticated details, aligns with the Superstar’s versatility, a piece that adapts to any context, from the stage to the street. In the campaign, Villain embodies the Superstar’s ability to be a style icon that transcends genres, much like her music. Moise Kean, a young star of Italian football, adds further depth to the campaign. Known for his talent on the pitch, Kean has always nurtured a passion for music, particularly rap and hip-hop. Since his teenage years, he has engaged in freestyle and songwriting, collaborating with prominent artists and releasing his debut album, Chosen. In the campaign, Kean represents the new generation of talents who blend diverse disciplines, embodying the Superstar’s spirit as a symbol of personal expression and innovation.

The FW25 campaign by adidas Originals is not just a celebration of iconic products but a tribute to the Superstar and Firebird tracksuit’s ability to tell stories of creativity and rebellion. The choice of a black-and-white aesthetic is deliberate, evoking the minimalist and timeless essence of the pieces while highlighting the charisma of Villain and Kean. The Superstar, with its rubber toe and three stripes, remains a symbol of authenticity, while the Firebird tracksuit, with its bold design, channels the energy of the subcultures that have defined recent decades, from New York’s hip-hop clubs to Los Angeles’ skateparks. The connection between adidas Originals and music is a recurring theme in the brand’s history. Since the ’80s, when Run-D.M.C. made the Superstar an hip-hop icon with their song My Adidas, the brand has continued to collaborate with artists and creatives who push cultural boundaries. Rose Villain and Moise Kean embody this tradition, carrying forward adidas Originals’ message: be authentic, innovative, and true to your vision.