According to adidas AG, “Impossible is nothing” was a slogan for one of the company's biggest advertising campaigns, which began in 2004. It captured the essence of the adidas brand and the attitude that the company shared with athletes.
The "Impossible is nothing" campaign showcased 22 top athletes, from different sports and regions, who were promoted by adidas as challenging the impossible, surpassing limits, breaking new ground and changing conventions. Athletes featured in the campaign included boxing legend Muhammad Ali, long-distance runner Haile Gebrselassi, soccer icon David Beckham and NBA star Tracy McGrady. The campaign was developed jointly by the advertising agencies TBWA\Chiat\Day and 180, and it was integrated into TV, print, outdoor, point-of-sale and Internet advertising.