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"Adidas will continue to bring to life stories of rebellious optimism"

Leading sportswear giant adidas recently launched its latest ‘Impossible is Nothing’ campaign featuring athletes such as Rohit Sharma, Manpreet Singh, Mirabai Chanu, Simranjeet Kaur and Lovlina Borgohain.

adidas has been in the forefront of encouraging athletes in their sporting journey, enabling them with the best-in-class products to support them in achieving their possibilities. The campaign celebrates the athletes with a higher purpose, unlocking the emotion of seeing possibilities through the journey of the athletes.

Harnessing the power of sport, adidas brought forward the narrative of sustainability using Rohit Sharma’s shoes as a beautiful canvas inspiring the viewers to see the possibilities of a sustainable future.

In conversation with Adgully, Sunil Gupta, Senior Director, Brand adidas, India, speaks about the new campaign, how is it creating a women inclusive space and much more.

How are you creating a more sustainable planet with your new launch, could you please explain in detail?

We recognise that we are all part of the problem, but that doesn’t stop us from leading the solution, instead it makes us even more creative, innovative and determined.

As we continue to address our overall carbon footprint, we’re shifting to use 100% recycled polyester in our products by 2024. We create the best for the athletes, while optimising our environmental impact. And just like sport, we have a gameplan. We like to call it our “Three Loop Strategy” – our plan to help end plastic waste through innovation and partnerships.

‘Adidas wants to create an inclusive space for women' – with this statement do you mean that adidas wasn’t women inclusive earlier? Could you please elaborate on the statement? Also, why now, did you see a separate demand for the same altogether?

At adidas, we believe that sport should be accessible to all and representative of all, and we have been accelerating our efforts to ensure it is an inclusive space for women.

We see ourselves playing the role of a catalyst when it comes to women in sports by supporting platforms, campaigns and dialogues that in the end enable our consumers to become the very best versions of themselves. The “Impossible Is Nothing” campaign is about “seeing the possibilities” for women in sport. I am sure stories of Mirabai, Lovlina, Hima Das, Simranjit and many more will spread an infectious aura of rebellious optimism and inspire women all over the world.

What are the key focus areas of the brand currently? What more launches are we going to see during this festive season?

We believe that through sport we have the power to change lives, and we live by our purpose every day and will continue to do so by expanding the limits of human possibilities, uniting people in sport, and creating a more sustainable planet.

With the recently launched “Impossible Is Nothing” campaign, we hope to inspire our consumers and communities to see and realise their own possibilities.

We also want to offer the very best in class experience to our consumers while they shop across our platforms – Online as well as offline. We have elevated the game with the launch our flagship store in New Delhi, a brand-new revamped adidas Originals Store in Mumbai along with our new digital flagship store – adidas.co.in.

“Winning with Her” is a key priority for us. It’s our aim to provide the best in class, authentic and performance driven products for our diverse female community. Lastly, the brand is focussed immensely on driving positive change through the EPW mission and build conversations around sustainability. We are constantly evolving and innovating our product portfolio from a sustainability lens.

You have many competitors in the market, what makes adidas different from them?

With our attitude – Impossible Is Nothing – we are rebellious optimists driven by action. This is what pushes us to see – and realise – the world not as it is today, but how it could be.

We see possibilities, where others see impossible.

What are the expansion plans for adidas in 2022?

We will continue to inspire with our “Impossible Is Nothing” attitude and bring to life stories of rebellious optimism. Our focus will be to provide the very best in class shopping experience to our consumers, offline as well as online.

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