Adidas launches documentary-style video campaign starring Beyoncé

By

Sandra Halliday

Published
Apr 20, 2021

Adidas has unveiled the evolution of its long-standing brand attitude Impossible Is Nothing via a new campaign starring Beyoncé, among others.

It said the campaign “is about rebellious optimism, rooted in the purpose from Adidas in the power of sports to change lives”.

It’s told in the documentary style of home footage as a series that “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”.

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It said 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”. 

There’s also Tifanny Abreu, the first trans woman to play in the Brazilian Volleyball Superliga, who “saw possibilities to return to the court after five years away, and more importantly to inspire us all to embrace our own identities and live out who we are with courage and authenticity”.

Importantly too, Adidas said that several of the films explore what the whole attitude around Impossible is Nothing means for 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’s CEO Cyrill Gutsch”.

“Impossible is Nothing is more than a campaign – it’s our attitude.  Seeing possibilities with optimism is key to achieving our purpose of changing lives through the power of sport,” Brian Grevy, Executive Board Member, Global Brands, stressed. “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”.

The episodic content series kicks off on April 19, with new stories dropping throughout the spring into summer seasons.