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New Adidas campaign kicks off unveiling giant Sachin image

07-August-2004
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New Adidas campaign kicks off unveiling giant Sachin image

Leading sports performance major Adidas has launched a global campaign, called 'Impossible Is Nothing' in India, on Friday, informs an official release. Adidas brand ambassador Sachin Tendulkar along with Andreas Gellner, Managing Director, Adidas India, unveiled a 60×40 feet 'Impossible Is Nothing' outdoor image of his own to kick off the campaign. This giant image is placed at the Sambhav Tirth building at Mumbai's Haji Ali crossing.

As the release says, the 'Impossible is Noting' campaign expresses the attitude Adidas shares with athletes around the world - 'the desire to push yourself further, to surpass limits, to break new ground and prove that impossible is truly nothing'. In one concise phrase, the campaign captures the essence of Adidas as a brand and the spirit that unites true athletes the world over.

The communiqué quoted Gellner as saying, "This campaign emphasises the passion for innovation and sport that has defined Adidas since Adi Dassler founded the company. It is this passion that unites Adidas with exceptional athletes such as Sachin around the world."

In addition to the mantra behind 'Impossible Is Nothing', the Indian campaign features shots of Sachin pushing the limits beyond impossible. With this campaign, Sachin joins other global Adidas icons like Muhammad Ali, Laila Ali, David Beckham, Zinedine Zidane, Tracy McGrady (T-Mac) and Ian Thorpe. "Never-ending battle against the impossible has defined my career as a sportsman. Like athletes around the world, I constantly push to train and play harder and better and the impossible is a constant opponent I must face and overcome," Sachin Tendulkar is quoted, "I am honoured to be involved in a campaign that embodies the spirit behind sports legends like Muhammad Ali."

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