Adidas Originals VP Discusses Brand's Revival and Cultural Impact

Annie Barrett shares insights on Adidas Originals' strategic embrace of sport, lifestyle, fashion, music, and art.

Published on Mar. 9, 2026

Got story updates? Submit your updates here. ›

Adidas Originals is experiencing a powerful resurgence, driven by the revival of iconic sneakers like the Samba and Superstar, and a strategic focus on cultural touchstones. The brand's VP of Marketing, Annie Barrett, discusses Adidas Originals' approach to tapping into broader zeitgeist, blending sport, lifestyle, fashion, music, and art, which is fueling significant growth and redefining the brand's position in a competitive market.

Why it matters

Adidas Originals' success highlights the importance of building a strong brand identity, fostering authentic connections with consumers, and staying attuned to cultural shifts. The brand's ability to leverage nostalgia, collaborate with credible partners, and engage with the music scene demonstrates its strategic understanding of the evolving sportswear and cultural landscape.

The details

Adidas Originals' VP of Marketing, Annie Barrett, has risen through the ranks from a customer service representative to a VP in just 15 years, underscoring the brand's commitment to internal growth and empowering its employees. The recent launch of a retro sneaker ahead of the LA28 Olympics showcases Adidas Originals' strategy of extending the runway for major global events, building anticipation and establishing a narrative that goes beyond the event itself. The brand's 'Superstar' campaign, featuring celebrities like Samuel L. Jackson, Missy Elliott, and NBA star James Harden, exemplifies its focus on building a cultural ecosystem beyond just product.

  • Adidas Originals recently posted double-digit growth, and its lifestyle division sales increased 10% following the first 'Superstars' campaign launch.
  • The brand is poised to further solidify its position as a leading force in sports and culture with its long-standing sponsorship of the FIFA World Cup.

The players

Annie Barrett

The VP of Marketing at Adidas Originals, who has risen through the ranks from a customer service representative to a VP in just 15 years, underscoring the brand's commitment to internal growth and empowering its employees.

Samuel L. Jackson

A celebrity featured in Adidas Originals' 'Superstar' campaign, which exemplifies the brand's focus on building a cultural ecosystem beyond just product.

Missy Elliott

A celebrity featured in Adidas Originals' 'Superstar' campaign, which exemplifies the brand's focus on building a cultural ecosystem beyond just product.

James Harden

An NBA superstar featured in Adidas Originals' 'Superstar' campaign, which exemplifies the brand's focus on building a cultural ecosystem beyond just product.

Hellstar

A streetwear brand that has collaborated with Adidas Originals, further validating the brand's cultural relevance and genuine respect from credible partners.

Got photos? Submit your photos here. ›

What they’re saying

“Music often serves as an early indicator of emerging trends and provides valuable insights into consumer preferences. By actively engaging with the music scene, Adidas Originals can identify and capitalize on new opportunities.”

— Annie Barrett, VP of Marketing, Adidas Originals

What’s next

With a long-standing sponsorship of the FIFA World Cup, Adidas Originals is poised to further solidify its position as a leading force in sports and culture. The brand's focus on the intersection of football, lifestyle, and fashion will likely drive innovative campaigns and collaborations that appeal to a broad audience.

The takeaway

Adidas Originals' success highlights the importance of building a strong brand identity, fostering authentic connections with consumers, and staying attuned to cultural shifts. The brand's ability to leverage nostalgia, collaborate with credible partners, and engage with the music scene demonstrates its strategic understanding of the evolving sportswear and cultural landscape.