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For the first time in 20 years, adidas has officially changed its global slogan, moving from its iconic ‘Impossible Is Nothing’ to the fresh and empowering ‘You Got This’. This shift clearly signals a new direction for the brand – 'one that prioritizes confidence, inclusivity, and everyday athletes over traditional elite performance messaging.'

Since 2004, ‘Impossible Is Nothing’ has been at the core of adidas' identity, inspiring athletes and creators to push their limits. Over the years, the brand has experimented with campaign taglines like ‘adidas Is All In’ and ‘Create the New’, but ‘Impossible Is Nothing’ remained its defining philosophy.

With ‘You Got This’, adidas is stepping away from the motivational challenge of overcoming obstacles and embracing a more supportive and personal approach - encouraging people of all skill levels to believe in themselves and embrace their full potential in the world of sports.

 “Over 18 months ago, we began to figure out and redefine how athletes enjoy sport. We were losing touch with Gen-Z, and we knew they were losing touch with sport,” said Carly Rushford, the senior manager of brand communications, about the new approach. “Sport wasn’t fun anymore when negative pressure was coming from all angles.”

The new tagline aims to convey a powerful message. Despite the various pressures that come with sports, adidas wants every individual to feel empowered with the belief that ‘You Got This’.

This rebranding effort isn’t just about words - it reflects a deeper shift in adidas’ vision for sports and its role in people’s lives.

While ‘Impossible Is Nothing’ was rooted in pushing limits and defying expectations, ‘You Got This’ focuses on personal empowerment, self-belief, and enjoyment. It speaks to a wider audience, from seasoned athletes to those just starting their fitness journey, making sports feel more accessible and less intimidating.

The change also aligns with a broader industry trend, where brands are moving away from aspirational messaging in favor of more human-centered, relatable branding. adidas is tapping into the values of younger generations, who prioritize authenticity, self-expression, and mental well-being alongside physical performance.

By shifting to ‘You Got This’, adidas is reinforcing its commitment to making sports an enjoyable, pressure-free experience - one where everyone, regardless of their skill level, feels seen, supported, and motivated to keep moving.

In a world where external expectations can sometimes overshadow the joy of sports, adidas’ new slogan is a reminder that confidence is key. No matter the challenge, no matter the goal – ‘You Got This’ asserts the leader in athletic performance.