Siya Kolisi’s brilliant take on Adidas ‘Impossible is Nothing’ campaign

adidas has launched its “Impossible Is Nothing” campaign, with 20 different archival montages showing an intimate and unseen side to some of its most legendary celebrity partners. The films feature never-before-seen footage of Ninja, Mohamed Salah, Cyrill Gutsch, Damian Lillard as well as the first Black captain of the South African Rugby team, Siya Kolisi, and Beyoncé herself.

Siya Kolisi, the first Black captain of the South African Rugby team, saw the possibilities to lead his nation to victory at the 2019 World Cup, securing a win that stretched beyond the rugby pitch of Japan and touched the lives – and hearts – of all fellow South Africans. 

In her minute-long video, we see Beyoncé “finding her voice,” as a child. Footage from her early life is spliced together with more recent footage from the Formation World Tour to show how Knowles has grown as a performer while staying true to herself and her vision.

It’s one of many biography-style films that debuted yesterday, foregrounding the three main tenets of adidas’ new 2021 to 2025 strategy; sustainability, inclusivity, and credibility. The five-year plan was unveiled in March when the German sportswear company laid out plans to be more digital, more direct, more female-focused, and more “sustainable.”

Filmmakers tapped environmentalists, athletes, gamers, and musicians for their powerful credibility within their respective communities. The films, which will be released at intervals throughout the spring and summer certainly include a wide range of talent and stories — from the entire All Blacks rugby team to Tifanny Abreu, the first trans woman to play in Brazil’s professional volleyball super league — adidas is telling diverse stories with a compelling mix of footage.

The renewed focus on inclusivity (within the “Impossible Is Nothing” campaign and the company’s five-year plan) follows criticism of adidas’ less than inclusive corporate structure. Last year, employees within the company protested against racist internal policy and systemic problems within its corporate culture.

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