Adidas has launched the latest chapter of its ‘Impossible Is Nothing’ campaign ahead of the FIFA World Cup Qatar 2022 beginning this Sunday (20 November).
The ‘Family Reunion’ film follows UK rapper Stormzy as he unites a flurry of football icons including Lionel Messi, Karim Benzema, Achraf Hakimi, Son Heung-Min, Jude Bellingham, Pedro ‘Pedri’ González López and Serge Gnabry.
In the 60-second spot, each of the players showcase their individual rituals to remind football fans why the ‘essence’ of the tournament is so special. The sports brand’s intention is to not only build anticipation but also to create a sense of World Cup nostalgia.
Subscribe to Marketing Beat for free
Sign up here to get the latest marketing campaigns sent straight to your inbox each morning
“There is a rare moment, once every couple of years, at the beginning of the World Cup when it truly feels like impossible is nothing,” Adidas vice president of global brand communications, Florian Alt, said.
“A time when players and fans come together united by the belief that they will bring the trophy home.”
“During the next month we’ll see new players break on to the scene, an underdog beat the odds, unbelievable goals and widespread celebrations taking place across the globe. It’s precisely that spirit that our campaign hopes to inspire in fans around the world.”
The month long campaign will also see Adidas produce global social media activations and the creation of the ‘Al Rihla Arena’ – an official Adidas fan zone on-the-ground in Qatar. Here, fans will be able to watch every game live, test their skills on the pitch, and be in with a chance of meeting their favourite football legends.
