Adidas Inspires Young Athletes, Delivers An Audacious Expression Of The “We Over Me” Mentality
Adidas has yet again partnered with the St+art India Foundation to redecorate the basketball court of Mumbai’s St. Andrews High School by cleverly putting together the world of art and sports as a medium for powerful storytelling around credibility in sports. Charged by its ideology – “Through sport we have the power to change lives”, adidas has created a larger-than-life canvas to inspire the world and deliver an impactful yet simple message, “We See Possibilities When We Come Together”. The striking urban art involvement is just another attempt by the brand to raise its larger, “Impossible is Nothing” narrative with a central focus on the importance of team spirit and collaboration in breaking new ground and achieving shared goals.
While talking about this initiative, Sunil Gupta, Senior Director, Brand Adidas, India said, “At Adidas, “Impossible is Nothing” is more than a campaign – it’s our attitude. Seeing possibilities is key to achieving our purpose of changing lives through the power of sport. This attitude is what inspires us and all our efforts, including this initiative. This spectacular artwork captures the spirit of teamwork, inspiring young athletes to adopt the “We over Me” mentality, because its only when we come together, we can drive change and achieve the impossible. We envision the basketball court at St. Andrews High School to be a canvas that inspires and connects various communities to see a world of limitless possibilities”.
Designed by French artist Chifumi Krohom, the artwork features the artist’s signature motif of “hands” rendered in a pop-art style, with bold lines and bright colors that are famous for expressing culturally relevant meanings through the cities where he travels. The piece focuses on one of the most important and iconic moments right before a sporting event or a match – “a team huddle”. To elevate this universal moment in sports culture, the design consists of different hands of boys and girls with different skin tones and colors as a means to expand the message of equality and highlight the importance of diversity at large. The unique energy that sports and togetherness release for both the players and the public has been captured through the stand-out colors as well as the circular composition to deliver a piece that is palpable in its energy and vibrancy. The entire artwork has also been surrounded with bold typography that reads a small yet powerful message “We See Possibilities When We Come Together.”
Giulia Ambrogi, Co-founder, St+art India Foundation, stated – “We are stoked by the collaboration with Adidas that once more brings together art and sport, fueling the vision of an active lifestyle accessible to all. We also hope to stimulate positive thinking through the artwork by Chifumi which focuses on equality and togetherness as fundamental shared values.”
Artist Chifumi Krohom adds, “It is definitely one dream from my childhood that is happening now! I played basketball for over 10 years before being a street artist. I can’t describe the feeling of the reunification from my old passion and my current one: mural painting. It is kind of like the young boy I was, with his hopes and dreams, is teaming up with the today me.”
Fr. Magi Murzello, St. Andrews High School, “I was overwhelmed by the social impact of the previous artwork messaging on our school’s basketball court that was unveiled last year on International Women’s Day. This year too, I am sure that the new message which celebrates togetherness in sport and makes a bold statement against social prejudices will make a positive difference. The artwork under the feet of the young people who play on this court is sure to inspire them to reach higher and achieve their dreams. I am extremely grateful for this wonderful initiative that proves that through sports, we can definitely, “be the change”.”
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