Last week we launched our latest adidas originals moment on site to shine a light on one of the most recognisable trainers in the game: Superstar. Born in black and white in 1969, this trainer has lived many lives. They are known for their shell toe and have become an icon of music, art and fashion.
Kendall Jenner fronts this adidas campaign, bringing her global following and influence to bring the attention back to this trainer and remind customers that real icons don’t answer to time. Kendall styles hers with pulled-up socks, mesh tights and hot pants to give both a vintage and modern feel. Alongside these new visuals from adidas, we’re bringing new styles to the site, featuring studs, metallic croc textures and new colourways to give the classic trainer a fresh update.
Who we’re talking to
This one is aimed at our 18–30 streetwear crowd, the customer who lives between sport, music, nightlife, digital culture, and are passionate about fashion and self-expression. Our aim is to help move the adidas Terrace consumer towards the Superstar and convert interest into purchase.
How we’re rolling it out
Superstar assets landed on the ASOS homepage last Thursday, with activity continuing to roll out across March via programmatic display, email, in‑app and push notifications. This staged rollout allows us to maintain momentum throughout the month, ensuring consistent visibility and reinforcing the product across key customer touchpoints.
Keep your eyes peeled for an extra Superstar moment coming soon. We’re teaming up with style and music icons FLO on exclusive social content - bringing even more heat to the latest Superstar drop and blending style, music and culture in a way only ASOS can.