Brands tend to think carefully about what to do with their marketing spend when economic conditions are less than rosy – but when it comes to out-of-home (OOH) advertising within a mall environment, it pays to take the plunge, says John Faia, General Manager of Mall Ads™. Malls are not just centres of commerce – […]
adidas Prioritises Maximum Visibility with Iconic Outdoor Network Site
Johannesburg, July 2021 – Leading international sports brand adidas has partnered with Outdoor Network to take ownership of an iconic Johannesburg Out of Home (OOH) site and drive awareness of one of its most memorable campaigns.

adidas first launched the idea of Impossible is Nothing in 2004 and relaunched the brand attitude earlier this year, using globally recognised personalities such as South African rugby captain Siya Kolisi, international footballer Mo Salah, and renowned singer songwriter Beyoncé.
The brand was looking for a landmark OOH site to showcase the iconic campaign, easily visible from a distance with sufficient space for illustrator, Russell Abrahams, to unleash his creativity.
At 68m x 36m in size, Outdoor Network’s iconic cooling tower site near FNB Stadium in Nasrec, on the border of Soweto, south-west of Johannesburg, is such a site, with its ability to deliver huge impact and ensure maximum reach and visibility.
Speaking about the concept, Kate Woods, Senior Brand Director at adidas SA said, “The mural features well-known South African athletes and creators Thulani Hlatshwayo, Siya Kolisi, Wayde van Niekerk, Zinhle Ndawonde, Anrune Weyers, Thebe Magugu and Dee Koala. These are all people who have pushed through barriers of what may have seemed impossible at the time, to go on and achieve at the highest level. Our intention is for the Impossible is Nothing Tower to be a beacon of hope that when dreams meet hard work and dedication, anything is possible.”
Kirsty Carlson, Head of GroupM OOH adds that the Outdoor Network Tower truly delivers in terms of great iconic impact. “The incredible, colourful and eye-catching artwork that has been created specifically for this adidas campaign and site really stands out, and delivers even further on the impact and dominance of this Impossible is Nothing campaign message. Truly a great high impact site being used so effectively.“
“Spectacular sites such as the tower are distinctly visible and have the ability to elevate the status and image of brands and campaigns through their unique environments, size and scale,” says Mzi Deliwe, Deputy CEO of Provantage Media Group. “In this way, dominant sites like these can ultimately amplify brand messaging in a manner other media formats find hard to beat.”
The adidas Impossible is Nothing Tower looks set to deliver larger-than-life impact and stake its claim as one of the most visible and impactful OOH campaigns in Johannesburg.
You may also like:
Why 360 degree campaigns work in the Transit Environment
Shamy Naidu, Executive: Transit Ads™ outlines the importance of implementing 360° advertising campaigns within the highly effective, high frequency and captive transit environment. As in any other advertising environment, the need for a 360° campaign in the transit environment is vital to ensure maximise ROI and to keep brand and product top of mind. Transit […]
1st Hybrid Billboard in SA – Offering the Omni-Presence of Static and the Flexibility of Digital Billboards
Johannesburg, May 2021 – Outdoor Network has strengthened its market-leading position in the South African Out of Home (OOH) industry by launching an innovative hybrid billboard that is set to provide advertisers with an enhanced media solution designed specifically to deliver greater levels of impact and recall of brand communication. In the process it continues […]