On November 19, 2022, Adidas released a 32 second short brand film titled “The Impossible Rondo”, which aimed to celebrate the career of one of the world’s greatest football stars, Lionel Messi, ahead of the FIFA World Cup Qatar 2022. The latest Adidas’s new ad showed the real, modern day Lionel Messi joining four other versions of himself for a kickout in an empty stadium and it charted the evolution of Messi from his World Cup debut in 2006 to 2022.

According to an official statement from Adidas, Adidas combined real footage of the Argentinian forward from 2006, 2010, 2014 and 2018 and made the impossible, possible with a one-of-a-kind Messi vs Messi Rondo warm up. Adidas also created the film by using the artificial intelligence technology and showcased the last 18 years of the world’s greatest player by celebrating his achievements in an unexpected way. Adidas then added,  “Complete with his haircuts, Argentina shirts and Adidas boots across the previous five tournaments, historical and present-day footage of Messi was used to produce the different, de-aged versions of him. This was then applied to body doubles to allow the ‘impossible’ warm-up to come to life. ”

According to Brand Value (China) Network, The Adidas video came just two days after Nike's blockbuster four minute "Footballverse" ad, in which we see multiple versions of Ronaldo Fenomeno and Cristiano Ronaldo from past and present competing against each other and a host of other stars in a scientific experiment. Finally, sponsoring Lionel Messi has paid off massively for Adidas, which took advantage of Argentina's victory in the World Cup final and set up a 3D billboard in Dubai featuring its slogan, “Impossible is Nothing,” and an image of the Argentina players lifting the trophy. 

According to Brand Value (China)Network, Adidas is a German athletic apparel and footwear corporation headquartered in Germany. It is the largest sportswear manufacturer in Europe and the second largest in the world after Nike. On August 18, 1949, Adi Dassler registered the 'Adi Dassler adidas Sportschuhfabrik' and set to work with 47 employees in a small German town called Herzogenaurach. In the year of 2022, Adidas annual revenue was $23.718B, a 5.59% decline from 2021. In the year of 2021, Adidas is one of the largest sportswear brands in China, holding nearly 15% of China's sportswear market share. 

  On the ranking of “The 3rd Daguan· Keweiwei World Brand Value Top 900” released on March 18, 2023, Nike’s brand value was 148.797 billion RMB, ranking the 172rd. Adidas’ brand value was 128.76 billion RMB, ranking the 202rd. 

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Author:   杨瑞安

Views:   380546