'Impossible is Nothing' kicks off in New Zealand
“Impossible is Nothing” kicks off in New Zealand
New Zealand sporting stars John Walker and Nigel Avery helped launch the adidas brand campaign “Impossible is Nothing” in New Zealand, in what is described as adidas’ largest ever global brand campaign.
The year-long brand campaign highlights the attitude adidas shares with great athletes around the world - the desire to push yourself further, to surpass limits and break new ground. Inspiration is the key
The fully integrated communications campaign shows the rich stable of adidas athletes past and present starting with the greatest of all time, boxing legend Muhammed Ali, long distance runner Haile Gebrselassie, football icon David Beckham and NBA star Tracy McGrady – who each challenge the impossible by taking risks, setting new records, and changing conventions.
John Walker, once an adidas athlete himself, has surpassed many limits. An Olympic medallist, he created history by becoming the first athlete to crack the elusive 3.50 barrier for the mile.
He faced another ‘impossible’ challenge, when he was diagnosed with Parkinsons Disease in 1997, which he has battled now for over six years.
Walker admits at the time he knew of only two sufferers in the world. He was one. A man called Muhamed Ali was the other.
Nigel Avery, a current adidas athlete, won three medals (two gold and one silver) at the Manchester Games while smashing the Games record in the Clean and Jerk. He has competed and won golds for New Zealand in a number of sports including track and field and bobsleigh.
“If you believe in something enough – the impossible can become possible,” said Avery of his own personal successes.
adidas NZ head of marketing Craig Waugh said, “Impossible is Nothing really captures the essence of the adidas brand. As a company we strive to be the leading sports brand in the world and we align ourselves with athletes who strive for the same - the very best. As a small we need domestic athletes to be inspired to reach their dreams. This campaign is aimed at inspiring those people”.
The campaign features 22 athletes in total from various sports and regions, showcasing adidas’ unrivalled broad involvement in sports and unique relationships with athletes.
The campaign was developed by adidas’ international advertising agency 180/TBWA - a partnership between Amsterdam-based 180 and TBWA\Chiat\Day.
The campaign kicks off in New Zealand on the eve of February 6 in time for the New Zealand Sevens tournament. It coincides with the US launch in Harlem, New York where Muhammed Ali and his daughter Laila unveil a huge billboard.