Copywriter: Nick Hughes

Art Directer: Craig Skinner

In the days leading up to the most revered marathon in the world, a lot goes through a runner’s mind. They are excited, anxious, and emotional. We wanted to make sure they were also inspired. As the main sponsor of the Boston Marathon, adidas had the biggest booth at the Expo. We covered an entire outside wall of their booth with strategically placed hooks and asked runners to write their inspiration on tags, then hang them on a hook. Thousands of runners hung tags, spelling out the words IMPOSSIBLE IS NOTHING.