Team SA: How Laughter Lights Up the Paralympics
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Tokyo Paralympic Games: Team South Africa hoping for an
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adidas first launched the
idea of
Impossible is Nothing in 2004 and relaunched the brand attitude
earlier this year, using globally
recognised personalities such as South African rugby captain Siya
Kolisi, international footballer Mo
Salah, and renowned singer songwriter
Beyoncé.
The brand was looking for a
landmark OOH site to showcase the iconic campaign, easily visible from a
distance with sufficient space for illustrator, Russell Abrahams, to unleash his creativity.
At 68m x 36m in size, Outdoor Network’s iconic cooling tower site near FNB Stadium in Nasrec, on the border of Soweto, south-west of Johannesburg, is such a site, with its ability to deliver huge impact and ensure maximum reach and visibility.
We love that Siya Kolisi is part of the new global Impossible is Nothing campaign. What are the qualities that Adidas looks for in its brand ambassadors/campaign partners and why was Kolisi a good fit for this particular campaign?
Impossible is Nothing is more than a campaign – it’s our brand attitude. Seeing possibilities with optimism is key to achieving our purpose of changing lives through the power of sport. This attitude is what inspires us every day and is pushing us to build the future.
Sport is an agent of possibilities. With a rebellious spirit and determination to drive change, we always strive to expand the limits of human possibilities, to include and unite people in sport, and to create a more sustainable world. We do this by seeing possibilities and inspiring with this attitude amongst our communities and beyond.