Inspiring the world to see possibilities, adidas has introduced the evolution of its long-standing brand attitude “Impossible Is Nothing”. The opening chapter of adidas’ brand attitude sees 20 films, across which stories are told via powerful narration brought to life through rare, home footage of some of authentic stories in sport and sport culture around the world, including Paul Pogba, Mo Salah and Serge Gnabry.

At its heart, Impossible is Nothing is about seeing possibilities with optimism to shape a better future, together, for all people and our planet. It’s a deep rooted campaign message that’s packed full of powerful meaning, and adidas have craftily entwined it with the world of sport and sport culture to serve here as the introduction for a long-term brand attitude that will continue to build on the contributions from the brand to expand the limits of human possibilities, to include and unite people in sport, and to create a more sustainable world. 

Told in the documentary style of home footage, the series 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. Featuring previously unseen intimate moments, with global stars including Paul Pogba, Mo Sala and Serge Gnabry, it follows stories in sport and culture, showing how optimism and action has shaped their lives. Exploring the future they imagined for themselves and making it a reality, the series celebrates the trailblazers that have made history on a global stage. More importantly, it aims to inspire others, empowering them by this collection of very human stories as a powerful demonstration of what optimism can achieve.

Brian Grevy, Executive Board Member, Global Brands at Adidas said of the campaign: "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. 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 kicked off 19 April, with new stories dropping throughout Spring into Summer.