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A powerful brand film brings to life the idea that ‘impossible’ is an invisible barrier that starts and ends in your head, as illustrated by one of adidas’ greatest athletes of all time, NFL MVP quarterback Patrick Mahomes. Like Mahomes, we're all born the original impossible, spending the rest of our lives proving nothing is. Because we know that impossible is nothing.
Adidas is a brand of contradictions.
Purpose built for sport, adopted by creative subcultures.
Surveys with young consumers showed that while they loved adidas products, they did not understand what the brand stood for.
Impossible is Nothing is an idea from adidas’ past that is shared by both athletes and creators. It’s more universal than merely celebrating victory. It means ignoring any shred of doubt that stands in the way of your ambitions.
We set out to make America feel what Impossible is Nothing means on America’s biggest stage with the NFL’s premier athlete to improve brand perceptions and top of mind awareness.
The film launched on Super Bowl Sunday - the biggest moment in American sports - across digital and social channels and quickly amassed 86 million views. The effort was supported with Impossible is Nothing-themed OOH surrounding the Super Bowl venue in Arizona, along the championship victory parade route for the Kansas City Chiefs, and on the Portland adidas campus.
The campaign has been well received in the press and by consumers as the best work from adidas in years, garnering AICP, One Show, Cannes, Clio (2x) honors as well as being named Best Film of 2023 by Ad Age.
Patrick Mahomes is the premier American football player. Mahomes showed promise from a very young age and nothing ever seemed impossible for him. He played varsity high school basketball, football, and baseball. His high school coaches claimed he could have turned pro in any of those sports. In college he threw the most yards in a single game. He’s the fastest quarterback to 100 career touchdowns; the fastest to throw 20,000 yards, and one of the youngest to achieve two MVP honors and two Super Bowl wins. The list goes on and on, which made us wonder: when couldn’t he do something impossible?
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