When Football is Everything, Impossible is Nothing – Adidas World Cup 2022 Campaign





With the 2022 FIFA World Cup in Qatar right around the corner, Adidas has launched the latest chapter of its Impossible Is Nothing campaign, celebrating how football unifies players and fans across the world.

The month-long campaign kicks off with The Family Reunion film via TBWA featuring icons Lionel Messi, Karim Benzema, Achraf Hakimi, Son Heung-Min, Jude Bellingham, Pedro ‘Pedri’ González López, and Serge Gnabry.

The spot, narrated by football superfan Stormzy, is rooted in football culture, World Cup nostalgia, and tournament preparations.


Directed by Glenn Kitson of The Rig Out and produced by Gloria Bowman, each scene is filled with memorable moments, players, and places, as the film builds anticipation for “the endless possibilities of the month ahead and is inspired by the attitude that when football is everything, Impossible is Nothing,” said Adidas.

“There is a rare moment, once every couple of years, at the beginning of the World Cup when it truly feels like impossible is nothing,” said Florian Alt, VP Global Brand Comms at adidas.


“A time when players and fans come together united by the belief that they will bring the trophy home.”

The Staff

The Staff

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