adidas starts 2004 with a year-long brand campaign that, according to the company, “…Brings to life the attitude adidas shares with athletes around the world — the desire to push yourself further, to surpass limits, to break new ground…” The fully integrated communication campaign shows adidas athletes, past and present, starting with the greatest boxing legend of all time, Muhammad Ali, and moving to today's NBA stars Tracy McGrady, Kevin Garnett and Tim Duncan.
For Erich Stamminger, President of adidas America and Director of Global Marketing as well as member of the Executive Board of adidas-Salomon AG, “Impossible is Nothing” captures in one short thought the essence of adidas as a brand and the attitude that is known and shared by all athletes around the world.
“Impossible is Nothing' is the concept behind our brand positioning 'forever sport' that clearly and emotionally communicates our passion for sport,” said Stamminger. “As an athlete you always strive to go further, break new ground, surpass your limits. So do we as a brand, to achieve our mission to be the leading sports brand in the world.”
The campaign features 22 athletes in total, from various sports and countries, showcasing adidas' involvement in sports and relationships with athletes. It is developed by adidas' global advertising agency 180/ TBWA, the partnership between Amsterdam-based 180 and TBWA\Chiat\Day. The global campaign, “Impossible is Nothing,” was launched February 5th in New York City's Harlem neighborhood.
The slogan, “Impossible is Nothing” will be reflected in all adidas communications in 2004. The kick-off will be a TV commercial featuring Muhammad Ali being joined on one of his famous long runs by a new generation of adidas athletes, including current NBA scoring champion Tracy McGrady and Ali's daughter Laila, herself a world champion boxer. In addition, adidas' leading athletes from around the world will all be featured: record-setting swimmer Ian Thorpe, Olympic Sprint Champion Maurice Greene, running legend Haile Gebrselassie and soccer stars Zinedine Zidane and David Beckham.
Two more TV spots (one with Laila Ali sparring with her father, another showing Stacy Kohut in the half pipe) will complete the first burst with print, outdoor and POS executions appearing from February 5 onwards in the US and from March worldwide. The outdoor campaign will span across six U.S. cities — New York City, Los Angeles, Chicago, San Francisco, Miami and Portland — and will feature many of America's top athletes. The brand campaign is accompanied by vertical communication that incorporates the attitude of “Impossible is Nothing.” The basketball ad shows adidas' “Big Three” NBA greats Tracy McGrady, Kevin Garnett and Tim Duncan. In the running ad, consumers will meet Fauja Singh, a 92-year-old marathoner who has shaved an hour off his time over the past three years.
A second burst of TV and movie-trailer commercials will go live later in the year featuring Nadja Comaneci, the first gymnast to score a perfect 10, running record-holder Haile Gebrselassie and men's 100 meter World Champion Kim Collins.
On the Web, www.adidas.com/impossible will feature not only the advertising, but will tell 20 stories of adidas athletes and how they overcame a seemingly impossible challenge. But of course the internet is about interactivity, so there is the “Impossible is Nothing Challenge.” Young people are asked to post their impossible stories on adidas.com/impossible. The most inspiring story, as voted by the online community, will be rewarded with prizes that are impossible to get elsewhere.
adidas believes “Impossible is Nothing” lies at the heart of young people in the US and around the world, inspiring them to achieve in their communities. As part of adidas' commitment to local communities in North America, adidas is partnering with the New York City Police Athletic League (PAL), the local branch of the well-known national organization, to support citywide basketball and boxing programs for young boys and girls. Additionally, on the day of the campaign unveiling in Harlem, adidas star athletes Tracy McGrady and Laila Ali will lead a special basketball and boxing clinic at the PAL for the neighborhood's young athletes.
