Adidas spotlights viral stars on TikTok

On a platform where anyone can go viral, how are Powerbrands able to establish their dominance? This month we are looking at Adidas’ new “Impossible is Nothing’ campaign. Adidas’ use of popular and well-liked figures in social culture is helping them win on Tiktok.

Adidas is staking their claim as one of the most continuously current brands in pop culture by focusing their social campaign creative on the people who know it best, creators. But not just any creators, Adidas is challenging the norm by utilizing individuals who have gone ‘viral’ for several different reasons. From Jessamyn Stanley, Yoga and Body Positive advocate, to Tifanny Abreu, Brazilian volleyball player and Trans activist, to worldwide ‘Squid Game’ sensation Hoyeon. Adidas’ current campaign is challenging norms and delivering exactly what Tiktok wants to see… normal people showing up in spaces that have until now not been possible.

Adidas is taking over Tiktok, launching with a popular ‘Top Feed’ feature to garner significant reach followed by a typical in feed campaign. While this is an ‘ad’, in a very real sense it holds authenticity for an audience that has solidified the platform on organic growth of creators. For Powerbrands to remain at the helm of their categories, it is vital that they consider what people want to see and feel, from more than a purely conversion-based metric. Adidas is proving that they have understood the assignment.

@adidasIMPOSSIBLE IS NOTHING♬ Promoted Music – adidas