Adidas to use cricket as a tent pole for 'Impossible Is Nothing' campaign

MUMBAI: Impossible is nothing! Impossible is not a

fact! It is an opinion! It is a dare! Impossible is potential! This in a nutshell summarises footwear manufacturer Adidas India's new brand campaign 'Impossible Is nothing.' It will use one of its brand

ambassadors batting ace Sachin Tendulkar to get the

message across.



In addition Adidas has launched a new series of shoes, the Master Blaster series. As the name suggests, the product focuses on cricket. It will be available in different variants - full spikes for cricket bowlers, full spikes for fielding and a full rubber sole for all purposes.

Adidas is using outdoors and point of sale visibility heavily. A hoarding can be seen at Haji Ali where Sachin is pushing the limits of impossibility. Press ads will also start appearing.



At a media briefing this afternoon Adidas Asia Pacific CEO Christophe Bezu said that the launch was a part of the Vision Asia plan. "This plan involves us becoming the number one sports brand in the region by the 2008 Beijing Olympics. We are seeing a 27 per cent revenue growth in Asia. Our new campaign 'Impossible Is

Nothing' is an attitude without boundaries. Sports persons do not believe in the word impossible and we at Adidas never will.

"The inclusion of Sachin in our global campaign stems from his calibre as a global athlete and his potential to become an Adidas global ambassador."

Adidas India MD Andrea Gellner said, "We chose the cricket platform as we need to be easily understood. With this brand campaign Sachin joins sporting icons like Mohammed Ali, Ian Thorpe, David Beckham who have all been used abroad for the campaign.

"Our Master Blaster series is second to none when it comes to functionality and durability. The Master Blaster series is our first shoe that we have completely developed in India and will be sold in

countries that play cricket."

Tendulkar added, "Growing up as a youngster Adidas was

a brand to aspire for. Becoming a part of the campaign that embodies the spirit behind sporting legends like Mohammed Ali is an honour and a dream come true. I had discussions with the Adidas team in terms of the kind of shoes that are comfortable in different conditions whether one is playing in England or in Australia. The

comfort level was of paramount importance and the product has crossed my expectations.

"I also strongly believe in the Impossible is Nothing statement. You try and achieve goals that initially look unattainable. When that is done you set higher standards. That has been the story of my life and, therefore, the brand is an excellent fit."

Besides Tendulkar, Adidas' other cricket brand ambassadors are Virendra Sehwag, Ashish Nehra and Zaheer Khan. Sehwag said, " Being an Adidas brand ambassador is more than just an opportunity to be associated with a global sports brand that represents

passion and innovation. This is the only brand that involves players in active product development to help create sports equipment which will enhance performance."

While it has not done anything in India regarding the Athens Olympics, Gellner added that Adidas had done heavy media buys in television channels abroad for the Athens Olympics. The messages will fuse the ideas of 'Olympic Excellence' which the brand stands for along with 'Nothing is Impossible'.

One of the ads shows athlete Jesse Owens achieving the seemingly impossible by winning Gold in Munich in 1936. Adidas supplies equipment to many of the athletes taking part in the Games. It is also an official supplier to the IOC. So the event, which kicks off tomorrow, represents a huge cachet for it.


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