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exclusive: adidas taps the icons of tomorrow for its latest footwear campaign

Model and body image activist Barbie Ferreira, feminist artist Arvida Byström, climate activist Xiuhtezcatl Martinez, and skateboarder Rachelle Vinberg all feature in the autumn/winter 17 Superstar campaign.

by donal talbot
|
19 September 2017, 8:21am

Since its initial release, the Adidas Superstar has come to represent striving for what you believe in and always remaining true to oneself -- two fundamental beliefs that permeate the sportswear giant's latest autumn/winter 17 campaign, Generation Superstar: The Icons of Tomorrow.

Shot by rising photographer Nadine Ijewere, and featuring a selection of trailblazers such as body image activist Barbie Ferreira, feminist artist Arvida Byström, climate activist Xiuhtezcatl Martinez and skateboarder Rachelle Vinberg, the campaign captures the determined spirit of a new generation, unafraid to use its voice in order to change the world for the better.

For Barbie Ferreira, authenticity and female empowerment are second nature. "What I really wanna do is make young women feel like they don't have to change themselves to do what they wanna do," she explains. Artist and climate activist Xiuhtezcatl Martinez believes that standing up for what you believe in and using your voice to create change is something we should all do. "The power of the people is more powerful than the people in power," he says.

Launching today, Generation Superstar is both a campaign that celebrates those who are not afraid to use their voice, and a timely call to arms for you to use yours.