The 'Impossible is Nothing' campaign is the biggest global Adidas brand concept for 2004, and celebrates the drive and desire that every athlete possesses for challenge, improvement, and achievement. The objectives of the site are threefold: to support this brand concept by clearly displaying Adidas’s passion for sports, its understanding of athletes and the support offered to them by Adidas; to create excitement for the IIN Awards as a unique opportunity for consumers to become part of the campaign idea and interact with the brand and other consumers; and to represent Adidas’ unique involvement with the Olympic Games by leveraging inspirational athlete stories.