When the Superstar sneaker first became an icon, the name had gravitas, but in today's fame obsessed culture, where seemingly anything can rocket anyone to stardom, the word superstar has lost its true meaning.

To relaunch the iconic sneaker and re - establish its cultural relevance we decided to question the current notion of what Superstar has come to represent.

We began by defacing the word Superstar with the iconic three blue stripes, a defiant symbol of intent which set the tone for the entire campaign.

This opened up the conversation to the public in order to get the streets to redefine and reclaim the meaning for themselves and here is just a snippet of the results:

- Global sales jumped 292% at launch.

- “One pair sold every two minutes in the Superstar Moscow store”

- “Probably the most impactful launch for eCom Europe so far” -eCom Europe

In 1969 when the Superstar sneaker first became an icon, the name had gravitas, but in today's fame obsessed culture, where almost anything bring about stardom, the word superstar had lost its true meaning.

Thus, we questioned what Superstar had come to represent.

We created a single visual that could encompass our ideology. By defacing our product’s name, we developed a symbol that represented our challenge. Using the three stripes which are so instantly recognizable as adidas, the logo could live with or without branding. Even more importantly, we created something for our young target audience that was understandable and relatable and could be used in any and all global markets.

The logo was used as part of countless above and below the line executions, events and online.

We also began using the lines as a housing device that could reflect the texture or design of certain ranges of Superstar shoes. The most anticipated of which was Pharrell's Supercolor range which reaffirmed the sneakers place as both a cultural icon and streetwear staple. Not to mention reminding the youth of today that superstardom is a bi-product of creative courage and not just an ends to a means.

The message is being embraced across the globe and will continue to rollout across all media in 50+ markets.

adidas Originals aims to bring creative courage back to its democratic roots and empower a generation who hungers for it by continuing the debate around the current notion of superstar. Even more importantly creating a symbol for our young target audience that embodies the entire philosophy of a global brand where language plays an important role in the roll out.

The strikethrough symbol is uniting like minded individuals and here's a snippet of the results we've seen thus far:

- Global sales jumped 292% at launch.

- In greater China, ’HUGE’ buzz in the market, achieved ‘BRILLIANT’ sell-thru in different channels”

- “One pair sold every two minutes in the Superstar Moscow store”

- “Probably the most impactful launch for eCom Europe so far” -eCom Europe