adidas‘ long-lasting brand attitude “Impossible is Nothing” represents a way of seeing the world for what it could be instead of accepting its “limits”. This slogan and everything it containing has always been ingrained in the brand’s DNA, being an element that empowers its community and partners to adopt an attitude of rebellious optimism and push themselves further. Wanting to show how powerful this idea can be, the brand joined forces with Sockeye agency and launched its “most ambitious content series to date.”
The collection inspires the world to see possibilities, offering a glimpse into the unseen side to some of the world’s most documented individuals. The stories portrayed in the docu-style home-made footage, are brought to life through impressive narratives delivered by friends or co-athletes. Using resurfaced visual materials from personal archives to be animated, the films speak about the brand’s philosophy of changing lives through the power of sports and positivity.
Wanting to celebrate adidas’ partners’ journey under the brand narrative ‘Impossible is Nothing,’ the company worked closely with the agency on one-minute- and 30-second-long videos. 22 inspiring films were created across digital, TV, and social platforms, with stories following people in sports and culture.
Each film shows how optimism and action helped the protagonists shape their lives. American singer Beyoncé sees the possibilities of encouraging people to find their voice. Professional rugby union player Siya Kolisi, the first Black captain of the South African Rugby team, sees the possibility of using sports to unite all people. Brazilian volleyball player Tifanny Abreu, the first trans woman to play in the Brazilian Volleyball Superliga, sees possibilities of inspiring the rest of us to embrace our own identities and be whoever and whatever we want to be. Sustainability leader and founder of Parley for the Oceans Cyrill Gutsch, sees the possibilities of protecting our oceans and turning plastics into beautiful products.
“‘Impossible is Nothing’ is more than a campaign – it’s our attitude. 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,” said Brian Grevy, Executive Board Member, Global Brands, adidas.
The message of the campaign is about seeing possibilities with optimism and building a better future without limits, both for the people and for the planet. Celebrating those who have made history on the global stage, adidas aims for this initiative to inspire others to see how important optimism is and what can be achieved by adopting such a positive way of thinking.
Other individuals who share the same attitude are Egyptian football player Mo Salah, gamer and media personality Ninja, international football icon Paul Pogba, Bollywood superstar and musician Ranveer Singh, and many others. The content series kicked off on April 19 and new stories will be revealed throughout Spring and into Summer. To see more videos, please visit adidas’ website.
Credits:
Client: adidas
Agency: Sockeye