We are talking to a generation already making their own possibilities. In constant pursuit of solutions, they are co-creating culture alongside brands. They don’t need more films of inspiring stories of seeing possibilities – but pathways and opportunities to show up with brands to overcome the impossibilities holding us all back.

Impossible is Nothing informs how the brand behaves: We remove the barriers/obstacles to possibilities by asking ‘what if’ to make new possibilities.

The objective is to show how we can make the impossible possible for Women in sport.

The existence of women in sport was impossible just 50 years ago. 50 years later, not much has changed. So how can adidas tell them impossible is nothing when impossible is everywhere? We don’t. Instead, we amplify their voices to inspire and empower all women.

This creative idea is not just about seeing possibilities’ – which is what IIN does to date– but it is to invite people into a narrative of authentic representation and framing of what’s possible through inclusion, to inspire brand action and reach new audiences. Because that’s never been more relevant and important than it is today. The idea was to directly confront the disparities of women’s rights in sports, globally.

So, we told the I’m Possible stories of seven women to the world.

When it comes to inclusion for women and non-conforming people, what holds us back is not just representation, but accessibility.

In SS22, the role of adidas was to be a radical ally by supporting access to possibilities.

How?

- We enable women, we don’t empower them because they are already empowered. We provide the platform for individuals to tell their own story. We enable them to drive change for women through meaningful brand actions / behaviour

- We recognize identity through intersectionality and not just gender. Recognizing and amplifying people who are exploring their power to change the world

- Support is active. We show up in iconic / ownable moments and use our voice to do what others won’t?.

The three seasonal campaign pieces are with Lead Stories, Key Moments, and Brand Actions.

Lead Stories help establish adidas’ brand POV with stories of empowered women making their impossible possible at scale. Key Moments allow adidas to be a part of culture and conversation by celebrating women taking action in major sport and cultural moments.

Lastly, Brand Actions prove adidas’ commitment and radical allyship with actions that enable women to realize their possibilities.

Launching on February 14th, the campaign extends until March 28th, closely tying into to adidas’ Bra Revolution and Ultraboost 22 campaigns which ladder up to I’M POSSIBLE and Impossible is nothing.

Our hero films are enablers for our talent to be at the forefront of Impossible is Nothing and showing the world their I’M POSSIBLE stories.

We launched I’M POSSIBLE in February and the initial results identified are coming in strong.

The I’M POSSIBLE campaign has had an outstanding positive sentiment share, performing two times above adidas’ brand average and 2 times above the leading competitor in the first quarter of 2022.

We’ve also seen 1.4BN viewable impressions, 945 million generated video views and 720k hours watched on YouTube.