I am a Nike guy but really admire what Adidas has done with the Impossible is Nothing meme. The line itself is meaningless but the way it has been brought to life is very meaningful. This quote was painted on the wall in the SOHO Adidas store in NY. This unto itself would be an amazing creative brief to hand off to a team. Would love to know whether it was a one off or if it started as an internal brand statement or campaign articulation.
By achieving their own version of Just Do It Adidas themselves is proving impossible is nothing in branding as in athletics.