If the monoculture ever existed, it's been dead now for decades. With our lives--and how we consume popular culture--becoming ever more customized, who's to say where our interests intersect, or who really reigns as a superstar? In a new ad for Adidas, some of today's most bandied-about celebrities deconstruct the word. Pharrell, Rita Ora, David Beckham, and Portland Trailblazers point guard Damian Lillard brood through the 90-second clip, turning over the term as they dodge swarms of bats and paparazzi.

Having recently collaborated with Kendrick Lamar, the foot- and sportswear giant continues to make inroads with the hip-hop community, hearkening back to the early days of the genre.