In adidas’ new campaign, Ian Thorpe reveals a secret that threatened to derail his glittering career before it even began...
As swimming champion Ian Thorpe faces one of the toughest challenges of his life, long term sponsor adidas today unveiled the evolution of it’s aptly titled ‘Impossible is Nothing’ brand thought with a marketing campaign starring the decorated athlete.
It’s through the stories of athletes such as Ian’s, that adidas hopes to inspire people to think about their own obstacles and take the first step in overcoming them. In a powerfully personal production created by inviting Thorpe to spend time in an art studio with a toy box of art supplies, Ian Thorpe brings to life a defining moment in his life through his own illustrated images and words. The result, which focuses on the astonishing admission that he was allergic to chlorine from an early age is deeply personal, edgy and refreshingly honest.
In poignant behind the scenes material shown exclusively on the brand’s website, the swimmer fondly recalls one of the numerous days he spent in Doctors surgeries:- “The doctor said to my mum, he said “Look, if he’s going to be a champion swimmer, I should probably take out his adenoids”. And she goes, “Oh no, I don’t think that that’s going to happen so we’ll just leave them in”. Low and behold, I end up being a swimmer."
But whilst constant sickness, massive headaches and sinus problems may have stopped most kids pursuing the very thing that caused them, strangely for Thorpe, this affliction was the driving force behind his passion to beat the odds.
”It was an extremely difficult thing, but it made me realise how much I enjoyed swimming,” explained Thorpe. “I didn’t learn anything from any of the successes that I had in the pool, I learned everything I know about myself today, from how I got there and what I had to sacrifice. If you have the determination, whatever the challenge, you have the potential within yourself to overcome the impossible,” Thorpe said.
The Thorpe ‘Impossible is Nothing’ television commercial will make its world premiere on Sunday night. Other adidas sponsored athletes telling their personal stories include international football star David Beckham, who depicts how he braved death threats from fans after the 1998 FIFA World Cup and NBA All-Star Gilbert Arenas who famously wears the number ‘0’ because it reminds him that for the early part of his career nobody believed in him. The adidas integrated marketing campaign will include television, web/on-line (www.adidas.com.au), in-store and public relations activities.
For more information, please contact:
Simon Blackie, Javelin Australia (PR for adidas) on 03 9696 2636 or 0417 378 938.
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