Adidas (Impossible is Nothing)阿迪达斯

-audience participation客户参与性活动
-guerilla marketing非传统营销（游击式营销）
-consumer advertising广告传媒

Adidas asked the Design Lab with media partners Carat International to carry out empirical street marketing, to lay the foundations for their new global “Impossible is Nothing” advertising campaign. The brief was to use the motivational message to actively inspire the public and to celebrate the discipline and philosophy of sport. Held in New York, London, Paris and Tokyo, the approach was three-pronged. “Street Stripes” brought the distinctive three striped logo and tag line into the urban environment through targeted placement of stickers, adidas clad athletes verbally spread the message through the subliminal “Whisper Campaign” in spring 2004.

　　阿迪达斯委托Design Lab和媒介合作伙伴Carat International帮助他们进行一系列的街头营销，旨在配合以“Impossible is Nothing”为主题的大型广告宣传。项目的宗旨是通过传递激发性的信息，刺激受众加强对运动风尚和理念的了解。整个项目呈分叉式的结构分别投放于纽约，伦敦，巴黎和东京。阿迪达斯经典的“三条纹”商标与街头文化元素的结合，在街头选定的很难逾越的障碍物和身着阿迪达斯服装的运动员简短的台词，组合成了潜意识的口碑宣传（口耳宣传）。