Gus Powell
Senior Strategist at Havas London
Amsterdam, Netherlands
TitleAllyson
Agency
Campaign Gold Is Never A Given (print/online) - adidas
Advertiser adidas
Brand adidas
PostedAugust 2008
Business Sector Apparel, Fashion & Footwear
Tagline Impossible is Nothing
Story To celebrate the start of the 2008 Olympic Games adidas and 180 Amsterdam (180\TBWA) have created a global print campaign called ‘Gold is never a Given’ featuring Olympic favourites Tyson Gay, Allyson Felix, Veronica Campbell-Brown, Jeremy Wariner, Yelena Isinbayeva and Haile Gebrselassie.


In February 2008, these six adidas athletes flew to Beijing – six months before the Olympic Games began.


Why?


Because as gold medal favorites they knew winning is never guaranteed. That’s why they were there in sub 0o temperatures training and familiarizing themselves with the host city.


adidas and 180 Amsterdam went there to capture it. The results are twelve iconic executions of the athletes in training.


GOLD IS NEVER A GIVEN
Media Type Print
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