adidas: Global Reintroduction of “Impossible Is Nothing”

adidas: Long-term Brand Building, Integrated Communication Strategy, Creative Development, Content Production, Cross-function Leadership, Market Implementation, Partner (Influencer) Strategy

With the launch of new growth strategy of adidas in 2021, I’m honored to contribute to building the long term brand and storytelling strategy by leading the marketing efforts to reintroduce “Impossible Is Nothing” to the world after 10 years.

This is the largest global brand campaign for adidas in recent history, led with partners across sport and culture from different regions who truly live and breathe this new brand attitude. We tell stories from global icon Beyoncé, the first Black captain of the South African rugby team Siya Kolisi, the first trans woman to play in Brazilian Volleyball Superliga Tiffany Abreu, to Bollywood star Ranveer Singh, WNBA players who fight for equality and Parley for the Oceans Founder Cyrill Gutsch who never stops to help end plastic waste.

The campaign is brought to life across all platforms from broadcast TV, OOH, to digital, social, retail, and PR, in partnership with all cross functional teams in the organization as well as market teams in +60 countries around the world. As a result, the campaign achieved 1.3b video views, and most importantly, proved to effectively lift brand affinity and reinforce brand attributes across all markets.

Forbes:
”What makes the campaign as a whole noteworthy, is how inclusive it is of people from different sports, genders, ethnicities, and nationalities… what makes the campaign even more remarkable from a representation and inclusion standpoint is the storytelling. It isn’t just about showcasing photos of a diverse group of people. The backstory of each person featured is the main event. Viewers are able to connect to the process of how these superstars became great—both the ordinary and the extraordinary parts, for each of the subjects showcased in the campaign. As such, audiences are able to connect to the stories and the people at a deeper level.”

Instead of desperately creating new stories, the stories are there. I believe REAL stories can move people.