didas' online media campaign - "Impossible is Nothing" has been reported to have been a great success. More than 30 international athletes contributed to the event. Sports persons such as soccer player David Beckham, basketball player Gilbert Arenas and rugby player Jonah Lomu were featured in ads, where they discussed the challenges that faced them and how they overcame the difficulties.

Eventually, in the interest of customer involvement with the brand, the campaign was expanded to involve the general public and web-users, who could use a virtual platform to discuss how they rose above their personal challenges. ... more