Adidas: Muhammad Ali vs Laila Ali – Impossible is Nothing
This iconic ad from Adidas’ “Impossible is Nothing” campaign juxtaposes two legends: Muhammad Ali, the GOAT, and his daughter Laila Ali, a powerhouse in her own right. Through a masterful use of archival footage and CGI, the ad places father and daughter in the same ring, creating a symbolic showdown that’s both impossible and awe-inspiring.
The ad doesn’t just celebrate sports greatness—it’s a tribute to legacy, perseverance, and breaking barriers. Laila Ali grew up in her father’s shadow, yet she forged her own path and earned her place in the boxing world. The ad captures this dynamic by blending moments of Muhammad Ali’s iconic career with Laila’s strength, agility, and determination.
Set to an inspirational narrative, the ad ties in the sentiment of Ali’s famous quote: “Impossible is just a big word…”. While this wasn’t originally the slogan at the time of Adidas’ earlier campaigns, this piece cements the phrase as both a brand mantra and a reflection of the Ali family’s ethos.
The visual and thematic storytelling drive home the message that greatness is a family legacy, and impossible is indeed nothing.
Ad-Meter Results
Note: The Ad-Meter is based on research about What Makes a Good Video Ad. The analysis is done with the help of a trained AI model.
| Category | Trait | Score (0–10) | Description |
|---|---|---|---|
| Attention | Hook | 10 | The visual of Muhammad Ali sparring against his daughter is immediately captivating and unexpected. |
| Aesthetics | 10 | High-quality CGI seamlessly integrates archival footage with modern visuals, creating a surreal yet believable world. | |
| Pace | 9 | The pacing is deliberate, allowing viewers to absorb the emotional weight of the father-daughter matchup. | |
| Branding | Brand Presence | 9 | The Adidas brand is subtly but effectively tied to the theme of breaking barriers and chasing greatness. |
| Audio Reinforcement | 9 | The narration of Ali’s famous “Impossible is Nothing” quote, combined with powerful sound effects, heightens the emotional impact. | |
| Catchphrases | 10 | “Impossible is Nothing” is one of the most memorable taglines in sports marketing, further elevated by its connection to Ali’s legacy. | |
| Connection | Storytelling | 10 | The ad brilliantly weaves the legacy of two generations of champions, celebrating their journey and connection. |
| Character | 10 | Featuring both Muhammad and Laila Ali, the ad showcases two inspiring figures who transcend their sport. | |
| Message Alignment | 10 | The narrative perfectly aligns with Adidas’ brand message of overcoming challenges and achieving the impossible. | |
| Direction | Call-to-Action (CTA) | 9 | The ad subtly inspires viewers to embrace the message of pushing boundaries and achieving their best with Adidas gear. |
| Unique Selling Point (USP) | 10 | By positioning Adidas as the enabler of greatness across generations, the ad reinforces its role in achieving the “impossible.” | |
| Extras | Iconic Moments | 10 | The visual of Muhammad Ali sparring against Laila Ali is unforgettable, cementing the ad as a cultural milestone. |
| Timing | 10 | Released during the height of the “Impossible is Nothing” campaign, the ad’s timing maximized its emotional and cultural impact. |
AD-METER SCORE: Legendary.
Total Points: 126/130
Final Score (Percentage): 97%
Summary of Adidas: Muhammad Ali vs Laila Ali
Adidas’ “Muhammad Ali vs. Laila Ali” ad for the “Impossible is Nothing” campaign is a stunning example of how to blend emotion, innovation, and branding into a single piece of marketing. The use of CGI to bring together two generational icons in the same ring creates a visual spectacle that’s impossible to forget. The father-daughter dynamic adds a layer of emotional depth, emphasizing the idea that greatness is not only achieved individually but also passed down as a legacy.
The ad brilliantly aligns with Adidas’ core message of pushing boundaries and embracing challenges. With its iconic tagline, groundbreaking visuals, and celebration of the Ali family’s unmatched legacy, this ad is a testament to the power of storytelling in sports marketing. It’s not just an ad—it’s a moment in sports history.
And the wink at the end… Just perfect.
