IMPOSSIBLE IS NOTHING
Adidas was on my short list of clients I’d ride to hell for given the chance. So when asked to work on Adidas’ relaunch of Impossible is Nothing, I felt like an Olympian first stepping out of the tunnel - albeit one with a very unfit dad body.
The campaign was anything but a retread of past glory. Rather, it focused on the idea of possibilities of elevating sport above the competition itself and encouraging others to push beyond any perceived limitations – physical, cultural or otherwise. We wrote countless social posts to represent athletes and influencers around the globe – an intense challenge made even more so by a diabolical stomach virus passed on by our seven-month-old. ‘Twas not the sort of flames I expected along that proverbial road.
The launch was bigger than anything I’d been a part of, as was the reception. I was a little bummed when China balked at the concept of “possibilities”, effectively killing all the posts I’d written for their very deserving athletes, but overall, there was much to be happy about.
Where some see equality as a trend, I see the opportunity to make it the norm.
- Manizha
Where some see a career as a footballer, I see a path to a lifelong dream.
-Aleksei Miranchuk
Where some see brave lyrics, I see good reason to voice them.
- Noize MC
Where some see taboo, I see a subject for discussion.
- Tanya Mingalimova