Limited Edt makes everyday Singaporeans the real superstars

Limited Edt and adidas Singapore have flipped the script for their latest Superstar drop, rolling out a campaign that puts the spotlight on everyday Singaporeans such as hawkers, food delivery riders, toy collectors, young families and creatives as the real “Superstars” of the island.

Timed to tap into the patriotic buzz around Singapore’s 60th birthday, the campaign reframes the iconic sneaker, long linked to global pop culture icons, as a symbol of the people who shape Singapore’s daily hustle. From shots of hawker centres to glimpses of family routines, the visuals ditch high-gloss celebrity setups for raw, street-style moments that feel unmistakably local.

What started as a social push on Instagram and Facebook quickly grew into an in-store experience at Limited Edt’s 313@somerset outlet with the activation tying in with adidas’ visual merchandising, further pushing the campaign’s homegrown message to passersby and sneaker fans alike.

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Behind the scenes, the campaign was developed, shot and delivered in under a month. It was a sprint that saw over 15 local faces cast and filmed in their own element, with minimal direction to keep things authentic and to meet the goal of making Singaporeans see themselves in the shoe, not just celebrities paid to wear it for a photoshoot.

Early signs show the shift resonating. Since its launch in May, the campaign video has garnered over 72,000 views, with comments praising its “fresh” approach and homegrown energy. The push continues through June, backed by in-store content at 313@somerset and ongoing engagement on social.

Shawn Guek, who led the project and came up with the big idea, said the campaign was always meant to speak to the local ‘average Joe’, a group that’s often overlooked in splashy sneaker ads. 

He added that the initial plan was to roll out the usual formula of featuring musicians, skaters and basketballers but the team decided to push the idea further when adidas Singapore tapped Limited Edt to fully produce its first local campaign.

Instead of relying on familiar influencers, the team dug deep into Singapore’s everyday subcultures, from urban sketchers to toy collectors, aiming to balance relatability with a fresh twist. “There’s a whole bunch of subcultures in Singapore that we can really dive into. We could have featured even more but chose not to,” said Guek. “The idea to feature this group was to balance relatability and uniqueness but not fall into cliches of what a typical Singaporean looks like. This group of people is meant to represent our daily encounters and people within our inner circle."

The visuals were also stripped back on purpose, with scenes shot similar to street photography in motion to capture the raw essence of Singaporeans going about their routine, without telling them how to act in front of a camera.

At the end of the day, it’s about making one of adidas’ most iconic silhouettes feel like a natural fit for Singaporeans who already live in them. As Guek put it: “Instead of asking who fits the Superstar, we asked ourselves, who already wears it.”

adidas has rolled out a streak of campaigns this year in a broader play to hyperlocalise its brand for Singapore. Just this year, the brand teamed up with MILO for a limited-edition collection inspired by small but iconic Singaporean moments. It also turned everyday neighbourhoods into a runway with its “Rep your hood” street-style collection, tapping into local pride to keep the brand rooted in the streets it serves.

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