Brand positioning and concept development
Problem:
Competitors were leaning heavily into elite performance and the pressure to win. adidas needed a differentiated space, one that felt true to their audience.
Competitors were leaning heavily into elite performance and the pressure to win. adidas needed a differentiated space, one that felt true to their audience.
Insight:
When pressure is removed, sport becomes joyful—and that joy is something both athletes and casual players cherish. Impossible is Nothing only works if the pressure is nothing, too.
When pressure is removed, sport becomes joyful—and that joy is something both athletes and casual players cherish. Impossible is Nothing only works if the pressure is nothing, too.
Solution:
You Got This celebrated this euphoria of sport by removing the weight of competition. We built a campaign which removes pressure by reminding audiences that "it's only a game". We doubled down with content based on absurdly playful sports scenarios, redefining success as having fun, not just winning.
You Got This celebrated this euphoria of sport by removing the weight of competition. We built a campaign which removes pressure by reminding audiences that "it's only a game". We doubled down with content based on absurdly playful sports scenarios, redefining success as having fun, not just winning.