adidas unveils 'Impossible Is Nothing' campaign

With this launch in the Middle East, adidas-Salomon Emerging Markets has joined the global adidas communication campaign for 2004 which will bring to life the attitude adidas shares with athletes around the world -- the desire to push yourself further, to surpass limits, and to break new ground.

adidas-Salomon Emerging Markets Head of Marketing Walter Bruppacher said:"The campaign is the largest adidas has ever undertaken globally and focuses on the most memorable and inspiring athletes - ranging from Mohammad Ali to David Beckham, Olympic Swimmer Ian Thorpe to Wheelchair Athlete Stacy Kohut - who challenge the impossible by taking risks, setting new records, and changing conventions.

The campaign celebrates those who believe in the impossible in a bid to inspire the spirit of achievement through those people who fought against their critics; overcame illness, injury or size to achieve great things.

In a unique move, the campaign will also look to unearth inspirational athletes from the Middle East to highlight and celebrate local achievements through a competition on the adidas global website www.adidas.com/impossible.

IIN Advertising Campaign
The "Impossible is Nothing campaign" will be seen in the Middle East on regional television, cinema and in print press. The campaign features athletes, from various sports and countries, showcasing adidas' broad involvement in sports and unique relationships with athletes.

The billboard, next to the Strand Cinema on Bank Street in Bur Dubai, is the first to stand 15 metres high and 50 metres in length, and is 5 metres taller than any other in Dubai

In a much talked above move, the adidas Impossible is Nothing campaign features a TV advertisement using archive footage of Mohammad Ali to produce a very unique sparring match between this legendary boxer and his current world champion boxing daughter Laila.

The UAE kick-off will feature this advertisement as well as second TV commercial featuring Muhammad Ali being joined on one of his famous long runs by a new generation of adidas athletes, including current NBA scoring champion Tracy McGrady and Laila. In addition, adidas' leading athletes from around the world will all be featured including: record-setting swimmer Ian Thorpe, Olympic Sprint Champion Maurice Greene, running legend Haile Gebrselassie and soccer stars Zinedine Zidane and David Beckham. Print media will also be heavily used.

The global campaign has been developed by adidas' global advertising agency 180/ TBWA. In the Middle East it is executed by TBWA\RAAD based in Dubai.