Adidas has made their slogan "Impossible is nothing" almost as famous as their 3 striped logo. They've understood that for them, impossible is nothing, and for that they have been looking for some other ways to address their target market and offer them something extra they can find. This is why it has created a site that develops their own online campaign and leeps in touch with the customers that are into web surfing and are looking for more opportunities online.
It is a webpage that links all of their brand representatives athletes and the different products the brand has. It presents the stories of different athletes and at the same time, enables people to have fun and connect more and more with Adidas, creating a special bond between the brand and them.
Some of the athletes that are presented in there are: All Blacks, David Beckham, Yelena Isinbayeva, Gilbert Arenas, Jeremy Wariner, Johan Lomu, Lionel Messi, St. Margaret's, Allyson Felix, Everest Boys, Sachin Tendulkar, and Tyson Gay. At the game zone, people can create their own games and play their favorite athlete's game.
For me, this is an example of how a brand that might seem just a brand that sells sport clothing and wear is looking to communicate a message to their audience and consumers: nothing is immposible, just give it a try. Even creating a webpage specially for this is worthwile.
http://www.adidas.com/campaigns/iin/content/brand.asp?adidas_cc=com
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