Adidas' Superstar Campaign: How an Iconic Shoe Became a Cultural Phenomenon

ABOUT THE EPISODE Marketing Matters hosts Barbara Kahn and Americus Reed sit down with Annie Barrett, Vice President of Marketing, adidas Originals, Basketball & Partnerships. The conversation explores the story behind the Superstar campaign, the evolution of Adidas from performance sport to global culture, and the brand’s commitment to authenticity and collaboration. From the shoe’s origins on NBA courts in the 1970s to its adoption by Run-DMC and beyond, Annie shares how Adidas balances heritage with innovation while building a brand that resonates worldwide.

ABOUT THE PODCAST Marketing Matters is hosted by Wharton marketing professors Barbara Kahn and Americus Reed. Each week they discuss marketing and advertising trends, consumer behavior, data and analytics, the latest in retail marketing, brand-building, and much more with their expert guests. Episodes are recorded at the Wharton School.

Watch/listen on the Knowledge at Wharton website: https://whr.tn/marketingmatters

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