IMPOSSIBLE IS NOTHING!

The adidas brand attitude “impossible is nothing” drives all brand communication initiatives and helps strengthen the brand’s bond with consumers. With a well-defined and segmented distribution approach and a premium-price strategy, adidas clearly positions itself as a top-notch brand in all markets. *fr Adidas

I love this slogan, AirAsia CEO Tony Fernades also said the same word often, it was record at AirAsia Credo to motivate AirAsia staff. :) never say 'No' as an answer.

2008- Adidas have a football campaign theme call [DREAM BIG], concept is no matter who, which level you are, you also can make your DREAM BIG. Its also can fully represent IMPOSSIBLE IS NOTHING. It was a very successful branding with clear mission.

Actually concept was similar with AirAsia - Now Everyone Can Fly. But seem Adidas done great to rebuild their brand.