Today, adidas introduces the evolution of its long-standing brand attitude Impossible Is Nothing. SEEING POSSIBILITIES – as told in bold, human films – is about rebellious optimism, rooted in the purpose from adidas in the power of sports to change lives. Told in the documentary style of home footage, the series of 20 films provides a previously unseen side to some of the most documented individuals in the world, enabled via a powerful narrative delivered by friends or fellow athletes, and animated via resurfaced footage from the archives.
To adidas, Impossible is Nothing is a way of seeing the world for what it can be, not as it is. It is an attitude shared by its community and its partners. Featuring previously unseen intimate moments, it follows stories in sport and culture, showing how optimism and action has shaped their lives. Exploring the future they imagined for themselves and making it a reality, the series celebrates the trailblazers that have made history on a global stage.
Siya Kolisi, the first Black captain of the South African Rugby team, saw the possibilities to lead his nation to victory at the 2019 World Cup, securing a win that stretched beyond the rugby pitch of Japan and touched the lives – and hearts – of all South Africans.
Beyoncé saw the possibilities of inviting all of us to find our voice. To use her platform as a stage to celebrate our differences with all people.