Adidas has introduced the evolution of its brand attitude, ‘Impossible is Nothing’, with a new campaign featuring some of the world’s best-known athletes and entertainers.
As told in bold short films, the new brand evolution—‘Seeing Possibilities’—is about rebellious optimism, adidas said, rooted in “the power of sports to change lives”.
With 20 home footage-styled short films, the series provides a previously unseen side to the likes of Beyoncé Knowles-Carter, Paul Pogba, Tiffany Abreu, Mo Salah, Siya Kolisi and Nneka Ogwumike.
Exploring the future these trailblazers imagined for themselves and how they made it a reality, the series celebrates how they made history on a global stage.
More importantly, it aims to inspire, empowering viewers (and would-be adidas product purchasers) with a collection of human stories as a demonstration of what optimism can achieve, adidas said.
“To adidas, Impossible is Nothing is a way of seeing the world for what it can be, not as it is,” adidas said in a statement.
“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.”
Several of the films explore what this means for innovative design, with the brand reimagining what a world-record beating distance shoe could be with the adizero Adios Pro, or how to help end plastic waste, in collaboration with Parley’s chief executive Cyrill Gutsch.
Adidas’ executive board member for global brands, Brian Gervy, said: “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.”
The campaign comes after adidas unveiled plans against its three strategic focuses to creating a better future for sport through sustainability, credibility, and inclusivity.
Building a more sustainable future, adidas committed to phase out virgin polyester for recycled polyester in all products across its business by 2024.
Adidas has also extended its UEFA contract into Women’s EUROs and Champions League.
In addition, the brand is launching the potential of 3D printed midsoles with 4D4WD and the upcoming products in collaboration with Allbirds.
The episodic content series kicked off last week, with new stories dropping throughout Spring into Summer.
Featured image source: YouTube/adidas
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