Adidas presented the evolution of its brand thought ‘Impossible is Nothing’ with a campaign that encourages everyone to take their first step in reaching their impossible. Through stories of real people attempting and achieving what once seemed like impossible goals, Adidas hoped to inspire people to think about their own obstacles and overcome them. More than 30 international sports stars and everyday athletes told their ‘Impossible’ stories using their own hand-drawn illustrations and paintings. Each athlete chose a defining moment in their life and then illustrated it through images and words which were combined to create the campaign. The campaign was launched with a globally integrated execution on television/online, retail and print recently.
Highlights from the new campaign include David Beckham telling how he braved death threats from fans after the 1998 FIFA World Cup. All Blacks rugby legend Jonah Lomu talks about the challenges he faced when told of the possibility of spending the rest of his life in a wheelchair and US basketball star Gilbert Arenas explains the reason he wears the number 0 on his shirt.