The two have taken steps to renovate Mumbai’s St. Andrews High School basketball court, innovatively fusing the world of art and sports as a medium for powerful storytelling around credibility in sports.
Based on its core belief that ‘Sport has the power to change lives’, adidas is dedicated to inspire the world with a larger-than-life canvas. With the simple message, ‘We See Possibilities, When We Come Together’.
This new urban arts initiative is yet another of the brand’s initiatives using a central narrative – ‘Impossible is Nothing’ – to amplify its larger message.
In order to achieve new heights, team spirit and collaboration are essential. Regarding the campaign, Sunil Gupta, Senior Director, Brand adidas, India said, “At adidas, ‘Impossible is Nothing’ is more than a campaign – it’s our attitude. Seeing possibilities is key to achieving our purpose of changing lives through the power of sport. This attitude is what inspires us and all our efforts, including this initiative. This spectacular artwork captures the spirit of teamwork, inspiring young athletes to adopt the ‘We over Me’ mentality, because its only when we come together, we can drive change and achieve the impossible. We envision the basketball court at St. Andrews High School to be a canvas that inspires and connects various communities to see a world of potential”.
Chifumi Krohom’s artwork features the artist’s personal scenes with a signature motif of ‘hands’ that has bold lines and colors in a pop-art style, diverse bright colours are used for conveying cultural meanings through the cities where he travels. The piece highlights
Important and iconic moments that happen before a sporting event or match In order to highlight this universal moment, the video displays the following:
Different hands of boys and girls are included in the design using a variety of colors and skin tones to extend the message. With the vivid colors as well as the circular composition, the unique energy that sports and togetherness release has been captured in a piece that is bursting with energy and vibrancy.
The entire piece has also been framed with bold typography that mentions a simple but powerful message: “We See Possibilities When We Come Together.” The in-depth claim is intended to communicate a meaningful message of unity, inclusion, and collaboration. The newly renovated court serves as a backdrop for adidas & ST+ART India aims to encourage the youth to view sports culture through the lens of a ‘we over me’ mentality.
Giulia Ambrogi, Co-founder, St+art India Foundation, says “We are stoked by the collaboration with adidas that once more brings together art and sport, fueling the vision of an active lifestyle accessible to all. We also hope to stimulate positive thinking through the artwork by Chifumi which focuses on equality and togetherness as fundamental shared values.”
Chifumi Krohom explains, “It is definitely one dream from my childhood that is happening now! I played basketball for over 10 years before being a street artist. I can’t describe the feeling of reunification with my old passion and my current one mural painting. It is kind of like the young boy I was, with his hopes and dreams, is teaming up with today me.”
Fr. Magi Murzello, St. Andrews High School, “I was overwhelmed by the social impact of the previous artwork messaging on our school’s basketball court that was unveiled last year on International Women’s Day. This year too, I am sure that the new message which celebrates togetherness in sport and makes a bold statement against social prejudices will make a positive difference. The artwork under the feet of the young people who play on this court is sure to inspire them to reach higher and achieve their dreams. I am extremely grateful for this wonderful initiative that proves that through sports, we can definitely, ‘be the change’.