Adidas has gone from strength to strength since its humble beginnings back in 1949, evolving into one of the most iconic brands in the world with a market value of $43.8 billion.
And a major driver of this success is its marketing strategy.
I think anyone who works in marketing (or any industry, really) can learn a thing or two from Adidas’ advertising success. So for this article, I’ve gathered seven of the best Adidas ads to help you take your own campaigns to the next level. Expect lots of valuable insights (and a few celebrity appearances) along the way.
Let’s go!
1. Impossible is nothing (2004)
Is this the most iconic ad of all time, from anyone, like ever? I say yes, and I’m certainly not the only one. In fact, this TV spot was recognised as the top marketing moment from the last 120 years at the Advertising Club of New York. Here’s why it was such a hit.
To start, this campaign marked the launch of the new tagline, ‘Impossible is Nothing’, highlighting its commitment to innovation and product performance. It became one of the most prolific slogans of all time.
The campaign features boxing legend Mohammad Ali, someone who beat the odds and overcame every challenge that stood in his way throughout his career. The ad is stunningly simple and captivating to watch, using Ali’s morning run as a metaphor for his journey to greatness.
Great ads like this don’t just promote a product. They evoke emotion and align with a deeper purpose. Something we should all strive to do in every piece of marketing we make.
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2. I’mPossible (2022)
A great tagline is timeless. And this ad breathes new life into the ‘Impossible is Nothing’ concept, featuring a montage of badass women rising to the top of their respective fields.
The play on words, turning ‘impossible’ into ‘I’m possible’, delivers a new empowering message of grit and self-belief that ties in effortlessly with the brand’s values. It feels so intentional, like it’s been in the brand’s back pocket since Day One.
There are so many things to love about this example. It feels fresh and powerful. It feels big, more like a cultural movement rather than a traditional advertisement. Adidas creates this epic feeling time and time again, using a mix of striking visuals, inspirational voiceovers, and soul-shaking backing music.
The execution pulls the audience in, no doubt. But the message is what leaves a lasting impact.
3. Original is never finished (2017)
This ad is a brilliant example of how the athletic apparel company has ventured beyond the sports world, tapping into different segments of pop culture like music, fashion, and art.
The video blends past and present, taking iconic cultural references, like Frank Sinatra’s My Way, and reinterpreting them through a modern lens for a new audience. I see this as a subtle nod to the brand’s legacy as it evolves and reinvents itself in new, unexpected ways.
The campaign celebrates originality as an ongoing journey, featuring a diverse cast of athletes, musicians, and artists, including Snoop Dogg and Kareem Abdul-Jabbar. The visuals are bold and surreal. The tone is rebellious. The outcome is a striking and unforgettable ad that reinforces Adidas’ influence beyond sports.
You might want to consider this approach in your own marketing strategy. It can help you connect with a broader audience and make something culturally rich and relevant.
4. Your future is not mine (2016)
Watching this ad back, it’s hard to believe it’s almost 10 years old. It feels so fresh and relevant that it could easily run today and make the same impact. Enough to give the best Nike ads a run for their money!
This powerful video ad drops its audience into the future, one where the world seems to be both in a state of destruction and innovation. The camera follows different groups of people as they move through the chaos with fierce intention.
One of the coolest things about this advertisement (in my book, at least) is the track by Daisy Hamel-Buffa, specifically made for the spot. It gives the ad a hypnotic energy that perfectly matches the futuristic and rebellious tone of the film. Sooo good.
The message? The future is ours to create. And maybe even more importantly, our individuality is what brings us together. Definitely one of the best videos ads!
5. Beyond the surface (2021)
Video isn’t the only place where Adidas shines. Adidas has done some pretty impressive experiential and tactical stuff too. Like this Cannes-winning liquid billboard, specially built on one of Dubai’s busiest beaches.
The activation was part of an integrated campaign to launch an inclusive swimwear collection in the Arab Emirates. And it spoke directly to its target audience by showing up where they were and putting them at the center of the idea.
The concept was rooted in research and insight, addressing a real social issue that 32% of women globally, and three times this number in the Middle East, feel uncomfortable swimming in public. By understanding the local context, Adidas delivered a campaign that wasn’t just about selling swimwear but also about shifting mindsets and promoting inclusivity.
If you want to use your platform to have a real meaningful impact, try to look beyond traditional print, film, and online advertisements to create something that works in the real world. And don’t worry, you don’t have to go as big as a custom-built liquid billboard to make a splash.
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6. Running needs nothing (2023)
Image source: Ads of the World
This print advertisement pays homage to the purest sport of all: running.
A brilliant video ad was also released as part of this campaign, but I chose the print example as I think it captures the true essence of the campaign beautifully. Its minimalist design reinforces the idea, stripping away the distractions and focusing solely on the sport.
As a company that champions inclusivity, this ad aligns perfectly with Adidas’ identity. The messaging is clear, direct, and powerful, reminding audiences that running requires nothing but the will to move forward (plus a pair of running shoes, of course). No sign-up costs or fancy equipment needed. Not even a pair of pants, apparently.
I love this advertisement because it shows that you don’t need celebrity endorsements or huge productions to do something impactful. A clear mission and a little creativity are your biggest allies.
7. Just browsing, thanks (2014)
Image source: AdForum
This print ad featuring NBA basketball player, Derrick Rose, is just one part of a multi-channel campaign to promote the launch of a collaboration shoe range, ‘D Rose 3.5’. A campaign that reached new heights in audience engagement.
For context, Rose is known for his explosive energy on the court. And the ad brought this to life by creating a fun 10-foot-high jump challenge. Fans were invited into a custom ‘D Rose Jump Store’ in London, where they had to literally jump and reach the sneakers, mirroring Rose’s legendary skills. If they could grab the shoes, they got to take them home for free.
This campaign was such a clever way to appeal to an audience of challengers and believers. It also created a memorable, shareable experience. Needless to say, it was a huge hit. Ambitious marketers, take note!
Power through your ad reviews with Filestage
You’ve got a great idea for your next ad campaign. It’s creative, bang-on brief, and you can’t wait to share it. Then, the dreaded review process begins …
Endless email threads, scattered feedback, and conflicting opinions start to pile up. Zapping your motivation in record time. What should be a smooth creative process turns into a frustrating cycle of setbacks. Not fun. Not at all.
That’s where Filestage comes in. It’s a review and approval tool designed to simplify the way you share files and gather feedback. It works for print ads, films, PDFs, designs, and all the popular file formats, so you and your team can power through every project with confidence.
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Final thoughts
Adidas’ marketing strategy is often known for its celebrity collaborations and larger-than-life productions. Their unshakable values, authentic storytelling, and consistent creativity shine through every time, making them one of the most iconic brands on the planet.
Thanks for checking out the best Adidas ads with me. I hope you picked up a few tips and tactics to implement in your own marketing strategy. And if you’d like to get all your ads over the finish line faster (not me squeezing in one last pun) with Filestage, go ahead and start your free trial today.
