'Impossible is Nothing' for adidas as it doubles down on commitment to women

Adidas is doubling down on its commitment to women with its latest chapter of the "Impossible is Nothing" campaign, spotlighting a global collective of inspiring women who are breaking down barriers in sport and beyond. The brand said it is accelerating its mission to create real, lasting change for women in sport. The "Impossible is Nothing" campaign was first launched by adidas in 2004 and is understood to be the brand's biggest advertising campaign. 

The campaign will be launched globally with a film series that features a diverse portfolio of eminent women from sport, fitness, and lifestyle. The women in the film include, Squid Game’s HoYeon Jung, basketball player Asma Elbadawi, volleyball player Tifanny Abreu, runner Fatima Ibrahimi, yoga teacher Jessamyn Stanley, skateboarder Momiji Nishiya and model Ellie Goldstein.

According to adidas' head of global marketing, Vicky Free, this was the brand's call to action to all the women out there to keep making the impossible possible every day. "Adidas can only continue to be their ally, committed to serving them through innovation in our products, partnerships and across all dimensions of sport," she added. 

Driven by the belief that sport has the power to change lives, the brand decided to have its key focuses on the products, people, and programmes available. According to the brand,

2022 sees major investment in women-focused product innovation to recognise and meet the specific needs of women in sport.

In fact, the brand has already launched several innovations. For example, in December last year, the brand introduced the Ultraboost 22, a shoe that addresses the differences between male and female instep height, heel anatomy, and gait cycle trends.

"Adidas will continue to launch innovations across the year – starting with a completely new approach to sports bras," the brand said. 

Meanwhile, adidas has managed to secure several partnerships with athletes, teams and creators in the world. "This season, the brand will celebrate and elevate them around the most significant moments in sports culture, from tennis grand slams, to basketball tournaments, to winter sports, as well as expand its sponsorship of major leagues and tournaments," it said. The brand will also extend its long-lasting grassroots programmes that are focused on encouraging women and girls in sport. These include the launch of the "Breaking Barriers Academy", a five-year commitment to supporting 15 non-profits through organisational change. 

While on the topic of brand commitment, adidas Singapore entered a new era of storytelling with its first 3D brand video, titled "We Got This" in January this year. The video was featured on a 3D LED screen at the brand's first brand centre in Singapore. Aptly named "HOMEGROUND", the adidas Singapore brand centre is said to be the largest mono-brand retail sports destination in the country. IPG's Current Global was involved in the creation of the 3D video.

Similarly, addias also unveiled its brand centre at Sunway Pyramid in Malaysia. The new brand centre is said to be the largest in Southeast Asia and offers an elevated consumer experience with an extensive range of sports performance and sports style products. It also includes an in-store customisation zone. Incorporating Malaysian elements in the store's interior design, adidas said the new brand centre presents a reinterpretation of the brand's Trefoil logo that mimicked an authentic old school local shop front.

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