Leave it to Queen Bey to steal the spotlight away from the 93rd annual Academy Awards! Millions tuned in to celebrate the best in film, but they also unexpectedly got something a little extra they couldn’t stop talking about “all night longggg.” During a commercial break, viewers got a sneak peek at rare childhood footage of Beyoncé as part of a brand-new Adidas commercial for the company’s latest campaign, entitled “Impossible Is Nothing.” The sportswear brand tapped the legendary singer as the first of many talents for the new project. Solid choice, Adidas.
Biography-style visuals of the Black Is King mastermind were accompanied by inspiring commentary and at-home videos depicting how optimism and perseverance have helped get the music icon where she is today. Devoted fans quickly took to social media to enthusiastically share their opinions and fangirl over the one-minute commercial. One of many fans tweeted, “That Beyoncé Adidas commercial was the best moment of the #Oscars tbh.” Several social media users revealed it made them emotional. “This Beyoncé commercial got me crying,” another Twitter user shared.
Adidas shared the video on its social media channels as well. To accompany the clip, the company wrote, “Beyoncé saw the possibilities of inviting us all to find our voice. To use her platform as a stage to celebrate our differences with all people. With you. Me. Them. Us. What possibilities do you see? #ImpossibleIsNothing.” As implied by the slogan, the campaign was born to celebrate success stories. In addition to Beyoncé, the brand spotlights exceptional athletes, activists, and leaders such as Cyrill Gutsch, the Women’s National Basketball Association, Tifanny Abreu, and more. This campaign comes at the heels of the company being blasted for its less than inclusive corporate culture.
The partnership between Beyoncé and Adidas isn’t an unknown one; we’re all familiar with IVY PARK x Adidas. The collab’s third and most recent collection, ICY PARK, launched this past February. The entrepreneur hasn’t teased fans with a drop date for a fourth collection just yet, but we can only hope that this recent video means that something amazing is in the works.