Sachin Tendulkar to feature in global adidas campaign
13 Mar '07
4 min read
Adidas has launched the evolution of its brand philosophy 'Impossible is Nothing' with a global campaign that encourages everyone to take their first step in reaching their impossible.
More than 30 international sports stars including the likes of Sachin Tendulkar, David Beckham, Lionel Messi and Yelena Isinbayeva tell their 'Impossible' stories using their own hand-drawn illustrations and paintings.
Through these stories of real people attempting and achieving what once seemed like impossible goals, adidas hopes to inspire people to think about their own obstacles and how to overcome them.
For the campaign, each athlete chose a defining moment in their life and then illustrated it through images and words which would later be combined to create the campaign. The campaign will launch this month with a globally integrated execution on television, on-line, retail and outdoor. In India, the campaign rolls out on March 18.
“With this campaign we get a glimpse of the athletes not at the finish line, but rather at a pivotal point in their journey,” explained Mr. Eric Liedtke, Senior Vice President Global Brand Marketing, adidas Brand.
“When you witness the victory, the end result, it is not always clear how they got there or what they had to overcome along the way. By sharing the journey and, more specifically, a challenge that was encountered along the way we get to a place that is truly inspiring and not often seen. We believe that by giving everyone a glimpse behind the scenes of lives of these athletes, we really will be encouraging them to attempt their own journey.”
“This campaign extends our philosophy of Impossible is Nothing to a personal level, encouraging everyone to overcome their personal challenges that seem impossible. At adidas India, we are particularly excited about Sachin Tendulkar being featured in the campaign. With Cricket World Cup fever already on, it would be great for Sachin's global fans to hear his impossible story from him” said Mr. Andreas Gellner, Managing Director, adidas India.
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