Adidas: Trae Young - Impossible Is Nothing

Trae Young's stand-out achievements and unconventional moves on the basketball court are celebrated in a new marketing campaign from Cartwright that introduces Young’s first signature shoe - the Trae Young 1 - from adidas. The new work will launch in conjunction with the NBA season opener on October 21st, a face-off between Trae's Atlanta Hawks and rival Dallas Mavericks.

The cinematic ad opens with a mid-court flawless shot from Young as the voiceover talks about Trae's record-breaking achievements starting as a young 13-year-old ‘hooper’ to his break-out, attention-getting performance with the Atlanta Hawks in the 2021 post-season playoffs. The riff on his many firsts – from the first player in history with a 48 point, 11 assist game in the conference finals, to the first to wear shorts to the Draft – takes the viewer on the fantastical journey of what Young has accomplished in his short time in the NBA and why he is so deserving of being called ‘the one.’ The campaign in support of the new shoes will appear on broadcast, online video, social and out of home. Cartwright shot both the video and still imagery at the same time in two different gyms. Directed by Anthony Mandler, the production used three different cameras to capture a wide range of moves and moods. In one scene in the commercial, Trae’s younger brother is seen in the film, demonstrating how Trae is inspiring the next generation of young players.