• adidas premiers its inspiring global film, Running Needs Nothing But You, to encourage everyone to enjoy their personal experience of running
  • For the first time, the global film features three regional adidas athletes, Premier League football player Mo Salah, Qatari hurdler Mariam Farid, and Egyptian runner Khadija Hegazy
  • In parallel, adidas unveils its ground-breaking running shoe, Ultraboost Light: Light BOOST, resulting in a 30% lighter BOOST material when compared to previous Ultraboost iterations

28th February 2023 – adidas has launched the 2023 long-standing brand attitude Impossible Is Nothing, Running Needs Nothing But You. The new chapter encourages everyone – whether an experienced runner or newbie – to enjoy their personal experience of running, wherever they are in the world. Together, adidas and its community around the world show how running does not need a set of rules, time, or training level. 


adidas’ vision to inspire all to see possibilities in running, is done through the lens of different types of talents and their potential to drive change, infinite possibilities and inspiration, on and off a running track.  

Featuring three of the region’s top adidas athletes and brand ambassadors, the film celebrates each of the athlete’s personal experience of running. With Mo Salah, he enjoys his morning jog that allows him to reconnect with his 13-year-old self, chasing the impossible. For Mo, running has always made him happy, using the endorphins as a weapon for his mental health, and remind himself of the impossible he made possible. 

Commenting on his personal experience of running, Mo Salah, said: “Running is my personal story – it reminds me of early mornings in Egypt when I was 13, waking up at 5am to pray and run. It was around the same time I was scouted and began playing for an amateur club so running always reminds me of chasing my impossibles and running after the future I had imagined for myself”. 

For Qatari Hurdler Mariam Farid, running is about breaking down the stereotypes she experienced growing up, especially after becoming the first hijabi female Qatari athlete to take part in the World Athletic Championships. 

Aiming to change the global perception of hijabi athletes, Mariam Farid said: “Achieving your impossible is truly about believing in yourself. I believe I’m here to change how the world views hijabi athletes, so I can show the real picture of women like me or even people from the Middle East. I want to inspire a younger generation of women like me to get into sport and show the world what we can do.”

Whereas Egyptian triathlete and adidas runners coach, Khadija Hegazy, runs for victory, reminding herself of how far she has come. Khadija is a strong advocate of the adidas Running Community, who she turned to when she didn’t feel safe running alone.

Commenting on her personal experience of running, Khadija Hegazy, said: “Running has become my personal time where I disconnect from everyone and everything and I feel free. Also being part of a running crew helps you to find people on the same journey as you and you make lifetime friends. The energy is super powerful, it gives me strength to go about my daily life.”

Coinciding with the launch of the global film, adidas unveils the latest member of its most iconic running shoe franchise – the Ultraboost Light. A testament to adidas’ constant strive to take its innovation to the next level to design the perfect shoe for the different type of runners and in response to consumer feedback, the new Ultraboost Light has a ground-breaking new material at its core – the Light BOOST.

On March 3rd, UAE residents can purchase the Ultraboost Light from in-store and online at adidas.com running shoes, with Early Access for members of the adidas Adi Club from today. The new and improved Ultraboost light benefits from 30% lighter BOOST material, resulting in a performance running shoe designed to offer epic energy, ultimate cushioning, unrivalled comfort, and responsiveness.

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