Adidas hits the roads of Dubai with its inspirational new campaign “Impossible Is Nothing”, featuring a packed list of athletes; including Egypt & Liverpool star “Mohamed Salah”, the English footballer “David Beckham”, and the Danish tennis player “Caroline Wozniacki”. After promoting its Hi-Energy Ultra Boost 21, the new campaign “Impossible Is Nothing” from Adidas reappeared on the billboards of Dubai with an extensive outdoor advertising campaign. Besides, the campaign has shown up on the billboards of UAE after its appearance on the billboards of Cairo with the same message and visuals, which makes it a global campaign. The campaign “Nothing Is Impossible” as a whole is noteworthy and remarkable due to the usage of the power of storytelling and representation. Adidas' new campaign succeeds in making the audience see themselves through athletes and individuals from different backgrounds in nationality, gender, and ethnicity, as people take them as an inspirational source for achieving dreams via hearing their documented journey, allowing people to identify themselves with someone in the campaign. This is exactly what Adidas is always keen to convey to its audience by encouraging them to be who they want to be. Regarding the visuals, as it is mentioned before that the ad campaign features three athletes; Mohamed Salah, David Beckham, and Caroline Wozniacki, conveying different inspirational messages. In other words, the ad copy quoted David Beckham's phrase “Where Some See Success, I See Determination, Dedication, and Teamwork”. Meanwhile, the ad copy highlights Mohamed Salah’s quote “Where Some See A Footballer, I See The Possibilities To Be Much More”. On the other hand, the ad copy quoted in Arabic, Caroline Wozniacki’s phrase “حيث يري البعض لاعبة تعتزل أري ناشطة تقود الحراك لتمكين النساء من تحقيق طموحاتهن”, reflecting women empowerment. The new campaign “Impossible Is Nothing” from Adidas starts in the first week of May; on Hoarding Billboards at Sheikh Zayed Road and on Unipole Billboards at Sheikh Zayed Road.
