"Clocks"

10 July 2025

90s

Got the time?

The Adidas Superstar was born in 1969 and hit store shelves in 1970. Fifty-five years later, the shoe has some famous admirers, to say the least. Samuel L Jackson, Missy Elliott, Jennie, GroRilla, Anthony Edwards, Mark Gonzales… each big name has all the time in the world for the sneaker. Time, as it happens, is Jackson's new obsession.

"Clocks are the most unbothered things in the world," he says. "They don't rush, they don't skip ahead—they just wait and watch everything come back around." Except the Superstar never went away, did it? It's always been in style, worn by basketball players, rappers, actors, singers, skateboarders, and more. The appeal is as clear-cut as director Thibaut Grevet and DP João de Botelho’s black-and-white visuals.

A spot like this could get stuck up its own arse and never find its way out, but a phone call between Missy Elliott and GloRilla puts any such fears to rest. When asked where she is, Elliott says: "I'm in some white room with a bunch of lights and people staring at me." As someone who's seen more than his fair share of monochrome voids over the years, DAVID's glad to hear someone make light of it.

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