Sports performance brand adidas has launched the evolution of its brand philosophy ‘Impossible is Nothing’ with a global campaign that encourages everyone to take their first step in reaching towards the impossible.
More than 30 international sport stars including Sachin Tendulkar, David Beckham, Lionel Messi and Yelena Isinbayeva tell their ‘impossible’ stories using their own hand-drawn illustrations and paintings. By highlighting the stories of real people, adidas hopes to inspire their target audience to think about their own obstacles and how to overcome them.
For the campaign, the athletes have chosen a defining moment in their lives and have then illustrated them through images and words, which would later be combined to create the campaign. The campaign will roll out in India on March 18, 2007, with a globally integrated execution on television, online, retail and outdoor.
Eric Liedtke, Senior VP-Global Brand Marketing, adidas, said, “With this campaign, we will get a glimpse of the athletes at a pivotal point in their journey. When one witnesses the victory, it is not always clear how they got there or what they had to overcome along the way. We believe that by giving everyone a glimpse behind the scenes of the lives of these athletes, we would be encouraging the audience to attempt to make their own journey.”
“This campaign extends our philosophy of ‘Impossible is Nothing’ to a personal level, encouraging everyone to overcome their personal challenges that seem impossible. At adidas India, we are particularly excited about Tendulkar being featured in the campaign. With the ICC World Cup fever already on, it would be amazing for his fans to hear him talk about his impossible story,” said Andreas Gellner, Managing Director, adidas India.
Highlights from the new campaign include Tendulkar relating his ‘Impossible is Nothing’ story from the days when he trained under Ramakant Achrekar in Mumbai; Beckham talking about how he braved death threats from fans after the 1998 FIFA World Cup; rugby legend Jonah Lomu talking about the challenges he faced when informed about the possibility of spending the rest of his life in a wheelchair; and US basketball star Gilbert Arenas explaining the reason for him wearing the number zero on his shirt.
The integrated campaign will launch simultaneously on a global and local level and includes 21 TVCs, 15 documentaries, one long-format film, behind-the-scenes footage, large scale outdoor, as well as exclusive digital content to be found on www.adidas.com.
The concept, created and executed by adidas’ global advertising partner 180 Amsterdam (180/TBWA), is the latest in a long line of successful collaborations between the two in recent years. The original ‘Impossible is Nothing’ launch campaign in 2004 was initially built around Muhammad Ali, and subsequently featured Beckham and Jonny Wilkinson.
Richard Bullock, Executive Creative Director, 180 Amsterdam, said, “We are all immensely proud of the campaign. I think the team has managed to encapsulate an honesty and truth that is rarely seen by the athletes.”