Adidas - Impossible Is Nothing - ‘I’mPossible’ (2022) :30 (USA)

Vicky Free, head of global marketing at Adidas says that she hopes  ”to unite a strong, diverse and powerful community of women athletes who are changing the game” with this ad, and continues:  ”This is our call to action to all the women out there to keep making the impossible possible every day. Adidas can only continue to be their ally, committed to serving them through innovation in our products, partnerships, and across all dimensions of sport.”

But Vicky Free may have bitten off a little more than Adidas can chew here, as the copy of the ad states: ”It’s impossible. To take hold of the world’s spotlight overnight. Create your own uniform. Be a cover model. A powerful athlete. Or compete as a trans woman. Impossible? No. I’mPossible.”

The brand ambassadors seen are volleyball player Tifanny Abreu, the first trans woman to play in the Brazilian Women's Volleyball. Model and Squid Game actor HoYeon Jung. Sudanese-British basketballer Asma Elbadawi, who succeeded in convincing the International Basketball Association to remove a ban on hijabs and religious headwear in the professional sport. British model Ellie Goldstein, who has Down syndrome and is studying performing arts for a performing career. And last but not least, yoga teacher Jessamyn Stanley, who is also an author, entrepreneur, and body positivity advocate.

It is the perfect cast for diversity and inclusion while being right on the edge of hip (everyone watched Squid Game, admit it). The problem this will run into, I predict, is that currently there is a firestorm regarding transgender women in sport as #PennCheats and #SavewomensSport trends on Twitter as controversial transgender swimmer Lia Thomas wins at Georgia Tech, in Atlanta.
Women from all over the country and world are there, protesting and reporting on the situation, as Lia's top position at the NCAA swim championships comes at the cost of a woman's chance at the finals. It is not a small, fringe, group that is upset by this, but many people and I believe the Adidas ad will only stir the fire, particularly since this ad is, as Vicky Free said, Adidas ”call to action.” It may not be the action Ms Free was hoping for due to the timing. 

At the beginning of Lia Thomas competing in the NCAA women’s 500Y Freestyle, a member of the audience screams “CHEATER”.

Thomas then goes on to take the lead the entire competition.

(This is the first 2 mins of the 4 min competition) pic.twitter.com/YpIwOWuu79

— Sav (@RapidFire_Pod) March 17, 2022

NCAA- Lia Thomas has won the women’s 500Y Freestyle.

Parents and attendees in the crowd visibly upset saying this was not a fair competition. pic.twitter.com/vpD5cY1z2M

— Sav (@RapidFire_Pod) March 17, 2022

Client: Adidas