On Feb. 5, adidas launched its new "Impossible is Nothing" branding campaign, out of 180/TBWA in Amsterdam. The event united Muhammad Ali and his boxing daughter Laila Ali on the streets of Harlem, where, surrounded by a crowd of neighborhood onlookers chanting "Ali! Ali!," they unveiled the outdoor for the campaign. The broadcast work also brought the pair together onscreen, via Park Pictures' Lance Acord, stock footage and effects from Digital Domain. In one spot, they're engaged in a pugilistic father-daughter dance, with Laila stepping into the ring with her father when he was at his peak. Another shows the scion and other current adidas athletes, like soccer god David Beckham, the NBA's Tracy McGrady and swimmer Ian Thorpe striding alongside Ali during his famous 1974 Zaire morning training run.
"The 'Impossible is nothing' mantra is a tribute to adidas and its connection to sport," noted TBWA CCO Lee Clow in a statement. "It means that you are up to the challenge. It celebrates the brave, the experimental, those who push boundaries and those who don't believe in limits." The campaign will involve a total of 22 athletes from various regions and will roll out globally in March, continuing over the course of the year.