On 18 April adidas launched a new wave of work in its ongoing, evolving ‘Impossible Is Nothing’ brand ‘attitude’ campaign led by a set of 20 documentary style films telling optimistic stories of sports stars, leagues, teams, culture, technology and sport’s power to change lives.
The evolution of the German-based sportswear giant’s brand platform focuses on ‘Seeing Possibilities’ as told via a series of bold, human films featuring the brand’s community and its ambassadors all anchored in rebellious optimism and rooted in purpose and which offer a way of seeing the world for what it can be, not as it is.
The intimate spots offer a previously unseen side to some of the world’s most famous sports stars, trailblazing entertainers, cultural icons and clubs, teams, designs and technologies as told through friends, competitors, animated and archive footage and they all aim to inspire and empower through powerful portrayals of just what optimism can achieve.
The 20-spot episodic content series launched with a spot starring Beyoncé Knowles-Carter which sees her explore ‘the possibilities of inviting us all to find our voice and to celebrate our differences’.
This was quickly followed by further athlete ambassador films focusing on Paul Pogba, Tiffany Abreu, Mo Salah, Siya Kolisi, Nneka Ogwumike and others
The series includes team-led videos like an All Blacks film, as well as property and league led spots like WNBA and even technology-themed videos.
The series also includes films exploring products (such as reimagining what a world-record beating distance shoe could be with the adizero Adios Pro) and purpose partnerships (how Adidas is committed to ending plastic waste in collaboration with Parley and its chief executive Cyrill Gutsch).
The films can all be seen here and new stories will drop throughout Spring and Summer 2021.
The campaign follows on from adidas’ three-pronged strategic business plan to ‘create a better future for sport through sustainability, credibility, and inclusivity’.
“To adidas, “Impossible is Nothing” is a way of seeing the world for what it can be, not as it is,” stated adidas Global Board Brand Chief Brian Gervy. “It is an attitude shared by its community and its partners. Lifting the curtain on how powerful it can be, adidas launches its most ambitious content series to date. Seeing possibilities with optimism is key to achieving our purpose of changing lives through the power of sport. This attitude is what inspires us every day and is pushing us to build the future. Seeing possibilities is for everyone who wants to create a better tomorrow for all people.”
Comment:
The brand itself describes this latest iteration of Impossible Is Nothing campaign ‘as its most ambitious content series to date’ and it’s not the first time the brand platform has topped the charts as the brand’s all-time marketing record.
The campaign itself dates back to 2004 when adidas introduced Impossible Is Nothing in the form of a year-long campaign: one which at the time was its biggest marketing push in six years.
It was initially launched by boxing icon Muhammad Ali and his daughter Laila Ali and their launch spot also featured powerful storytelling and innovative technology to show Ali in his prime in a match against his daughter in ‘Ali v Ali.
The original ‘Impossible Is Nothing’ campaign ran in more than 50 global markets, featured 22 athletes and saw adidas spend a reported €40m.
Now, as the planet faces an unprecedented global crisis and so many things seem impossibly hard, Adidas has returned to its marketing baseline through a fresh lens of purpose.
Indeed, over the last 12 months adidas has aimed to infuse positive and purpose-led content throughout its global advertising, communication and marketing and across its divisions from its Parley partnership to its iconic Stan Smith sneakers.
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