Samuel L. Jackson calls Adidas Superstar the modern pyramids

Presence and longevity rarely walk hand in hand. But when they do, their union births icons, the kind that transcend generations and trends. Adidas leans into this idea by enlisting none other than Samuel L. Jackson to champion its timeless Superstar sneaker.

Both Jackson and the Superstar need no introduction. The actor’s résumé reads like a highlight reel of pop culture: Mace Windu in Star Wars, Nick Fury in the Marvel Cinematic Universe, Jules Winnfield in Pulp Fiction.

The Superstar, meanwhile, is an Adidas Originals mainstay. Debuting in 1969 with its unmistakable rubber shell toe, the low-top silhouette was built for the hardwood but evolved into a streetwear and hip-hop staple, an emblem of self-expression and swagger.

In a 60-second spot, Jackson riffs on the grandeur of the pyramids, “Made to last, built to be unforgettable,” he says before declaring that only one thing compares: the Superstars laced up on his feet.

Adidas Originals, the sub-brand dedicated to retro and classic lines, naturally houses the Superstar. And Jackson’s relationship with the Three Stripes runs deep. In a Complex sneaker shopping interview, he revealed owning more than a hundred pairs of Adidas, which might explain why the brand and the man seem so inseparable.

Jackson has flexed his Adidas love on screen too, sporting grey Hamburgs in 2017’s The Hitman’s Bodyguard and bright orange Basket Profis in 2015’s Kingsman: The Secret Service. Even back in 2014, he turned up draped in Adidas head to toe for the opening of the Originals flagship on London’s Carnaby Street.