Adidas 'Ambitious' Film Series Gets Personal With Damian Lillard, Beyoncé, WNBA
Monday, April 19, 2021 at 03:48PM By Barry Janoff
April 19, 2021: Global footwear, sports apparel and gear company adidas has unveiled the next evolution of its long-standing brand attitude, “Impossible Is Nothing. Seeing Possibilities.”
It is anchored by a series of films showcasing the personal side such brand spokespersons as Damian Lillard, Beyoncé, Paul Pogba, Tiffany Abreu, Mo Salah, Siya Kolisi, Hima Das, Ninja and rugby team All Blacks.
One film features several stars from the WNBA — including Nneka Ogwumike, Layshia Clarendon, Chiney Ogwumike, Liz Cambage, Candace Parker, Angel McCoughtry and Moriah Jefferson — and shows how they and the league have been at the forefront of bringing social injustices to light and are creating paths to solving those problems.
Adidas called this series of 20 films “its most ambitious content series to date.”
Told in the documentary style of home footage, adidas said the series is about “rebellious optimism, rooted in the purpose from adidas in the power of sports to change lives.
“(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."
“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, adidas executive board member, global brands, said via the company.
“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 film starring Beyoncé talks about how she “saw the possibilities of inviting us all to find our voice. To use her platform as a stage to celebrate our differences, with all people. With you. Me. Them. Us.”
In his piece, “Damian Lillard only sees possibilities. By elevating the moment through his game and his voice, so we can all see the possibilities of turning Dame Time into our time.”
In her story, “Hima Das saw the possibilities in being the first Indian woman to win track and field gold, inspiring us to see our own possibilities.”
All Blacks (pictured), based out of New Zealand, “never saw themselves as from a tiny island. They saw the possibilities of uniting a nation through sport and making themselves felt around the world.”
Tiffany Abreu, the first trans woman to play in the Brazilian Women's Volleyball Superliga, “only saw possibilities. To be a Trans Woman. A professional athlete. And an inspiration — for all of us — to be whoever and whatever we want to be.”
The episodic content series begins today (April 19), with new stories dropping throughout 2021 and beyond.
See all the spots here.
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