Last week, Adidas launched Impossible is Nothing, a new global film series starring a host of famous faces, including Beyoncé, Paul Pogba and Tifanny Abreu, the first trans woman to play in the Brazilian Volleyball Superliga.
In a statement, Adidas said that the campaign was “about rebellious optimism, rooted in the purpose from Adidas in the power of sports to change lives”.
The home footage documentary series also provided “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”.
Several of the films explore the topic of innovative design – 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 TV chief executive Cyrill Gutsch.
The sportswear retailer added that 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”.
Other stars of the campaign include Siya Kolisi, the first Black captain of the South African rugby team, who “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 fellow South Africans”.
“Impossible is Nothing is more than a campaign – it’s our attitude,” Adidas executive board member Brian Grevy said.
“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.”