With previous creative featuring sporting icons such as Muhammad Ali, it's the sort of campaign you would expect from Nike, and it gives Adidas a real sense of identity. The latest offering in the series is this four-minute viral, seeded to work alongside the TV ad it has been expanded from.
The work features stars including David Beckham, Jonah Lomu and Ian Thorpe talking about how they have come through hard times and negative publicity to achieve against the odds, using art - or at least stick figures - to express themselves.
It's a bit touchy-feely in places, and if you aren't a Beckham fan you may groan to hear him talk about the 'belief, strength and family' that got him through following his World Cup red card in 1998. Let's all be grateful that his football skills are a good deal better than his artistic skills.
Virally, the clip is too long to sustain, or to go truly viral. However, it does successfully carry the 'Impossible is nothing' message that if you believe in yourself, you can achieve anything.
Adidas is clearly playing the inspiration card to influence a wider audience with this viral. An intriguing case of sport meeting art head-on.
Viral: 180 Amsterdam.
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