what is a modern superstar? that was the question i approached this project with when asked to reimagine the classic adidas originals superstar shoe. this quest evolved into a multifaceted brand concept, blending fashion, music, and merchandise while thematically examining fan culture.

at the heart of the project, I created fame hunter — a conceptual band designed to embody my idea of the modern “superstar”: not a distant icon, but a figure shaped by subcultures, shared creativity, and collective identity. the concept extended into music with the release of fame hunter’s debut single, low moral superstar, further blurring the boundaries between fashion, performance, and identity.

visually captured in an early-2010s–inspired campaign, the band, its fans, and groupies were styled in Superstar shoes and reworked adidas wear against a white studio backdrop, expressed through raw, flash-lit imagery.

the launch event took place on the original campaign photo set, allowing guests to step directly into the visual world of the campaign. a blur between digital photos and live performance, the audience actively documented, shared, and participated in the event, functioning as an extension of both the concept and campaign.

all fame hunter x adidas originals merchandise sold out within hours, demonstrating the project’s cultural resonance and its ability to connect branding, youth culture, and community into a cohesive, immersive universe.