SBD/Issue 226/Sponsorships, Advertising & Marketing

Nothing Is Impossible: adidas’ Outdoor Element Challenge

adidas Unveils Its
Impossible Sprint

adidas has built 328-foot eight-lane vertical tracks up the side of the Hotel Nikko in Osaka and Pacific Place One Tower in Hong Kong, where 40 male and female athletes in each locale “will walk, run and climb up and down the track, supported by safety harnesses, throughout August in a contest dubbed the Adidas Impossible Sprint,” according to Normandy Madden of AD AGE. The concept was developed by Omnicom’s TBWA Worldwide, Tokyo, with execution support from adidas and Aegis Group’s Carat. The winner at each locale “will take home about $10,000 in cash.” The campaign follows last year’s human soccer game billboard in Japan (AD AGE, 8/16 issue).

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Sprint, Washington Nationals

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