Adidas is transitioning from its 20-year-old slogan, “Impossible Is Nothing”, to a new, softer “You Got This”, which focuses on overcoming doubts and boosting motivation. This shift in brand strategy is one of the biggest in recent decades. Although it will cost hundreds of millions and goes against everything we know about consistency, this major change by Adidas is an exceptionally bold move, reserved only for the most experienced marketing experts.
