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Adidas "180 Degrees: Pole to Pole"
Adidas follows two hardy fellows on a remarkable journey at 180degrees.co.uk.
KM: Recently, I was interviewed about the adidas campaign and I said that not since the "Long Live Sport" days has adidas had such a great brand platform. This interactive piece continues the "Impossible" theme online with the ongoing adventures of two amped-up British youths going from pole to pole on pure human adrenaline. Adidas is doing what Nike used to do in its prime. It has created an amazingly elastic idea that not only provides a strong emotional halo for the brand but really shines when it taps into real athletes and their stories. I did find navigating it a bit "impossible," though. Three stars.
MC: I open this site and I'm not sure what to look at first. I should be exploring, but I'm getting confused by "the impossibles"—the impossible story, "Impossible is nothing" (twice), and Rob and James' impossible journey, all on one impossible page. Give me a break, adidas. Rob and James' story is a big one, and I want to get involved. Give me some room to do this. For such an epic and technically demanding adventure, this site has all the content but its execution feels naive. If we're really following pole-to-pole action by two adventurous guys, it's the details that matter—give me the weather reports, the husky deaths, the live action, and give it to me fast. No stars.