Beyonce stars in new Adidas brand campaign

·1-min read

Beyonce is among the celebrities and sports stars featuring in Adidas' new brand campaign Impossible is Nothing.

On Monday, the German sportswear giant released never-seen-before archival footage for the series of "inspirational films", which are themed around inclusivity, sustainability and credibility.

As well as Beyonce - who has a successful Adidas x IVY PARK sports-inspired athleisure range with the company - other faces to feature include soccer stars Mo Salah and Paul Pogba, online gamer Tyler 'Ninja' Blevins, women's basketball all-star Nneka Ogwumike, and Siya Kolisi, the first Black captain of the South African rugby team.

The partners were chosen for a range of reasons, including their credibility within their community and culture, as well as how they embody the ideals of inclusivity or sustainability.

"This is more than just a campaign for us," Brian Grevy, the company's executive board member responsible for global brands, told WWD.

"You cannot be a brand on the outside, that you are not on the inside. I believe the most powerful brands are those that live their attitudes and then convey that to the outside world. If the organisation within doesn't recognise what we are talking about, then you have a disconnect. Strong brands are built from within, they engage their organisation through culture and inspiration and that's when the magic happens."

The 20 biographical films, which are no longer than one minute in length, feature archival footage and home videos, as well as inspirational messages about unity.

Adidas will release the clips throughout the spring and summer on marketing channels and in-store.