 |
Arenas Plays Prominent Role In adidas’
“Impossible Is Nothing” Campaign |
adidas has launched an “Impossible Is Nothing” multimedia campaign in the U.S.
that will include 21 TV spots, 15 documentaries and a long-format film, as well
as social networking, mobile, instant messaging and other components. More than
30 int’l athletes will be featured in the campaign, via 180, Amsterdam, in which
they will tell “Impossible” stories with their own illustrations and paintings.
The artwork will go on a traveling exhibition later in the year. A U.S. TV launch,
set for March 14, will include Wizards G Gilbert Arenas and U.S. sprinter Allyson
Felix (
adidas). In DC, Tim Lemke reports the campaign will “focus heavily
on Arenas’ rise to NBA stardom.” Featuring Arenas marks a “clear shift from this
time last year, when Arenas complained that Adidas was not giving him enough attention.”
The company this year has created an Arenas-branded shoe, and the new campaign
is the “first attempt to make Arenas the focal point” in ads for the brand. Arenas
said, “This is more than what I was asking for. I just wanted to be part of it,
and now I’ve put myself in a position where I can be the ‘face’” (
WASHINGTON
TIMES, 3/6). Arenas appeared live via satellite on ESPNews yesterday and plugged
adidas’ new campaign. Arenas: “You’ve got to go to www.adidas.com to tell your
story about growing up and trying to become what you want to be.” Arenas echoed
the sentiment that he embodies the campaign, answering a question about his gradual
ascension from second-round draft pick to three-time NBA All-Star: “That’s when
you say ‘Impossible is Nothing’” (
ESPNews, 3/5).
