February saw adidas doubles down on its commitment to women and women’s sport with a new film series focused campaign spotlighting an international team of inspiring women from around the world who are all breaking down barriers in sport (and beyond).
The ‘I’m Possible’ campaign runs under adidas’ ongoing, global ‘Impossible is Nothing’ brand platform (first launched back in 2004) and aims to be part of the sportswear giant’s renewed commitment to accelerating its mission to create real and lasting change for women in sport by breaking down barriers and driving gender equality on and off the field of play.
The core international campaign centred on a film series featuring a diverse group of eminent women drawn from across the sport, fitness and lifestyle landscape: including basketball player turned poet and activist Asma Elbadawi, Brazilian transgender volleyball star Tifanny Abreu, runner Fatima Ibrahimi, yoga teacher turned author and wellness star Jessamyn Stanley, skateboarder and the youngest Japanese athlete ever to win an Olympic medal Momiji Nishiya, plus Squid Game actress HoYeon Jung and dancer/model Ellie Goldstein.
All the videos in the series include the campaign tagline: “My story is not impossible, because I’m possible.”
Launched on 14 February, the hero, multi-athlete ‘I’m Possible’ 30-second spot was followed by seven athlete-specific videos which all encourage viewers to explore more on the bespoke campaign digital hub at http://www.adidas.com/impossibleisnot…
There are also some country-specific versions of the campaign which focus more tightly on female athletes from each nation: for example, the India strand features Deepika Padukone, Mirabai Chanu, Lovlina Borgohain, Mainka Batra and several other inspiring Indian women
“Adidas can only continue to be their ally, committed to serving them through innovation in our products, partnerships and across all dimensions of sport,” explained adidas’ Head of Global Marketing Vicky Free who stated that this was the brand’s call to action to all the women out there to keep making the impossible possible every day.
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Driven by its belief that sport has the power to change lives, in 2022 Adidas has renewed its focus on its products, people and programmes supporting women’s sport and this means increased investment in women-focused product innovation in order to recognise and meet the specific needs of women in sport.
Adidas has secured several new female focused partnerships with athletes, teams, leagues and creators to ‘celebrate and elevate the most significant people and moments in women’s sport and culture’ spanning tennis grand slams, basketball tournaments and winter sports.
Other examples of this strategy include its early 2022 ‘Support Is Everything’ and ‘Changemaker Statues’ new sports bra range and campaign, as well as December 2021’s launch of the Ultraboost 22 (a shoe that addresses the differences between male and female instep height, heel anatomy, and gait cycle trends).
While in January adidas Singapore launched a 3D brand video titled ‘We Got This’ which screened on a giant 3D LED screen in the brand’s first ‘brand centre’ in Singapore called ‘HOMEGROUND’, plus addias also unveiled its brand centre at Sunway Pyramid in Malaysia (the largest in Southeast Asia).
The brand is also extend its grassroots programmes focused on encouraging women and girls in sport, including its ‘Breaking Barriers Academy’ five-year commitment to supporting 15 non-profits through organisational change.
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