Squid Game’s HoYeon Jung among inspirational women championed in Adidas ad
Adidas has extended its ’Impossible is Nothing’ campaign to champion diverse women, with Squid Game actor HoYeon Jung among them.
Adidas champions inspirational women for its latest ‘Impossible is Nothing’ campaign
The latest iteration of the campaign promotes a new women-focused sportswear line and initiatives providing support to athletes and grassroots programs.
A statement from the sports company said: ”Driven by the belief that sport has the power to change lives, the brand will support those who are breaking down barriers and driving gender equity, on and off the field of play.”
The first installment of the campaign profiles the stories of seven women who have defied the odds to become successful in their field. Featuring alongside Jung are volleyball player Tifanny Abreu, basketballer Asma Elbadawi, model Ellie Goldstein, runner Fatima Ibrahimi, skateboarder Momiji Nishiya and yoga teacher Jessamyn Stanley.
To coincide with the campaign, Adidas has made three commitments spanning products, people and programs.
For products, Adidas has pledged major investment in developing women-specific sportswear, like a new approach to sports bras and addressing the gender difference in heels.
For people, Adidas plans to raise the profile of female athletes in the upcoming sports season including the Uefa Women’s Champions League and the Women’s Euro 2022.
For programs, Adidas will launch and extend community programs designed to keep women in sport, such as the Breaking Barriers Academy in Europe, the Black Women’s Player Collective and Common Goal.
Vicky Free, who heads up global marketing at Adidas, said the new ’Impossible is Nothing’ push aims ”to unite a strong, diverse and powerful community of women athletes who are changing the game”.
”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.”
Adidas will release a brand film, I’m Possible, on February 14, featuring all seven women from the campaign. TikTok, Twitter and Instagram will be the primary focus for its social push.
