adidas Impossible is Nothing Campaign 2022
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adidas brings a new installment for its Impossible Is Nothing story, and presents a brand new campaign for 2022. Enlisting a cast from the world of sport and entertainment, the campaign features actress Hoyeon Jung, volleyball player Tifanny Abreu, runner Fatima Ibrahimi, skateboarder Momiji Nishiya, basketball player Asma Elbadawi, yoga teacher Jessamyn Stanley, and model Ellie Goldstein. The apparel and footwear brand, in the new series of images, celebrates women from around the world breaking down barriers. Along with the visual campaign, the I’mPossible film series, will be launched on February 14th.
As part of the campaign, the sportswear brand will invest in women-focused products for 2022, such as the Ultraboost 22 released in 2021 addressed disparities in instep height, heel morphology, and gait cycle trends between genders, and for 2022, adidas will take a new approach to sports bras.
“This spring, we continue to use our brand attitude – Impossible is Nothing – to unite a strong, diverse and powerful community of women athletes who are changing the game. We see their power, we celebrate the possibilities they see, we share the optimism with which they seize opportunities. This is our 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.”
–Vicky Free, Head of Global Marketing at adidas
For the new season, adidas will also expand its sponsorship of major leagues and tournaments, including the UEFA Women’s Champions League and Women’s Euro 2022. Long-term grassroots programs are set to be launched and have been developed to encourage and retain female athletes. The Breaking Barriers Academy in Europe will also provide gender equity learning materials to all sporting clubs, coaches, and athletes. Along with this, the adidas Legacy initiative will provide support to the next generation of WNBA stars.
