Let’s dive into Adidas’ history. Ten years before they launched the Superstar sneakers, the brand with the iconic 3-stripe logo purchased a factory in Dettwiller, in the Alsace region, to produce football shoes for the German market. Horst, the son of founder of Adidas Adi Dassler, was just 23 years old when he was sent to manage the production unit as a reward for his good results as a distributor for the 1956 Olympic Games in Melbourne. Taking advantage of his father’s lack of supervision, the young Horst quickly developed the local market to such an extent that Adidas France became an entity in its own right, almost a competitor to the mother company. However, the iconic Adidas shoes found their name on American basketball courts, when the Boston Celtics won the NBA title wearing the shoe during the 68-69 season: a legend was born. The Superstar would be “worn by the best players in the world”, so much so that by 1973, 85% of NBA players were wearing them, and all pairs were produced in France. As is so often the case, street culture and rap in particular were quick to embrace this trademark, spearheaded by the group RUN DMC. At the occasion of a cleverly-made new campaign, Samuel L. Jackson made a reference to this past with his outfit, in a video which we highly recommend to check out on social media.