The existence of women in sport was impossible just 50 years ago. 50 years later, not much has changed. So how can adidas tell them impossible is nothing when impossible is everywhere? We don’t. Instead, we amplify their voices to inspire and empower all women.

This creative idea is not just about seeing possibilities’ – which is what IIN does to date– but it is to invite people into a narrative of authentic representation and framing of what’s possible through inclusion, to inspire brand action and reach new audiences. Because that’s never been more relevant and important than it is today. The idea was to directly confront the disparities of women’s rights in sports, globally.

So, we told the I’m Possible stories of seven women to the world.


We launched I’M POSSIBLE in February and the initial results are coming in strong.

The I’M POSSIBLE campaign has had an outstanding positive sentiment share, performing two times above adidas’ brand average and 2 times above the leading competitor in the first quarter of 2022.

We’ve also seen 1.4BN viewable impressions, 945 million generated video views and 720k hours watched on YouTube.