A new ad from sports-gear giant Adidas puts it firmly on the side of trans women competing in sports against biological females.
The German company’s “Impossible is Nothing” ad, which riffs off the pun “impossible / I’m possible,” features Brazilian volleyball player Tiffany Abreu.
A general ad featuring Abreu and several other athletes in different sports is narrated with the campaign’s theme.
“It’s impossible. To take hold of the world’s spotlight overnight. Create your own uniform. Be a cover model. A powerful athlete. Or compete as a trans woman. Impossible? No. I’m possible,” the narrator says.
Another of the clips, narrated by Abreu in Portuguese, focuses on the volleyball player, the first trans person in Brazil’s top female league and the tallest person on the team in the clip.
“I play for Brazil and for all trans women. So when you cheer my name, we all win — on and off the court,” Abreu says, according to the clip’s subtitles, before finishing with the campaign theme. “My story is not impossible. Because I’m possible.”
Accompanying the clip on Adidas’ official YouTube channel is an English description lauding Abreu for pushing identity politics.
“Not only is she an unstoppable athlete, but she also uses her voice to encourage others to embrace their own identities,” Adidas writes.
• Victor Morton can be reached at firstname.lastname@example.org.
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