Canada's U-20 National Soccer Team Goalkeeper Asmir Begovic shares his story of reaching his 'Impossible'



    Begovic is first Canadian athlete featured in adidas' Impossible is
    Nothing Campaign

    TORONTO, June 27 /CNW/ - On Sunday, July 1, Asmir Begovic will take to
the field as the starting goalkeeper for Team Canada in the first game of the
FIFA U-20 World Cup Canada 2007. The journey that got him here has not been
easy. As the first Canadian athlete to be featured in the Impossible is
Nothing campaign, Asmir is sharing his unique story to inspire Canadians of
all ages to take the first step in reaching their own 'Impossible'.
    Growing up during the war in Bosnia, Begovic learned that no matter how
bad things get, you've got to make the most of what you've got. When it got
too dangerous to play outside, Asmir moved inside and began playing soccer in
his bedroom - endlessly kicking the soccer ball against the wall. While he may
have started to develop his goalkeeping skills in a very unorthodox manner,
Asmir's passion for soccer has helped him develop into one of soccer's rising
stars.
    "Asmir's story is a great example of how facing 'Impossible' obstacles
with determination can change a person's journey," says Jeff Cooper, Director,
Marketing Communications, adidas Canada. "adidas Canada is immensely proud to
be able to celebrate Asmir's accomplishments while encouraging others to think
about how they can identify and overcome their 'Impossible'."
    Asmir's story is one of three spots that were specifically designed by
adidas to support the FIFA U-20 World Cup Canada 2007 and the Canadian Soccer
Association. The campaign will also feature soccer legend David Beckham, who
talks about how he braved death threats from fans after the 1998 FIFA World
Cup, and the aspiring soccer players from St. Margaret's in the U.K.
    The unique content was created by inviting the athletes to spend time in
an art studio illustrating a defining moment of their life. The results are
deeply personal, edgy and refreshingly honest. Consumers will see the
athletes' stories brought-to-life in a multimedia marketing campaign launching
on June 30 that will include print, digital, and retail content.
    In addition to the Impossible is Nothing campaign, adidas Canada, an the
official partner of the FIFA U-20 World Cup Canada 2007, has created a fully
integrated marketing campaign that includes events and contests to support the
matches in each host city. Fans attending FIFA U-20 World Cup Canada 2007
games should watch for the adidas 'Fanfest Interactive Zone,' which will let
soccer enthusiasts of all ages test their soccer skills.
    adidas is also hosting two unique contests that will let Canadian soccer
fans get closer to the action than ever before. In partnership with Sport
Chek, adidas Canada has created the 'Ultimate Soccer Fan Contest,' which is
giving away a trip to the semi-finals on July 19 and the final FIFA U-20 World
Cup Canada 2007 match on July 22 in Toronto. Canadian soccer fans can fill in
an entry form at www.adidassoccer.ca until July 8.
    In addition, this June, young Canadian soccer fans from across Canada
were encouraged to enter the 'adidas U-20 World Cup Flag Bearer Contest' for
the chance to become one of 12 FIFA World Cup flag bears in each host city.
The flag bearers will carry the FIFA Flag on to the field during all the FIFA
Men's U-20 World Cup Canada 2007 soccer matches in their city. Contest
winners, aged 10-14, will be announced on June 28.





For further information:

For further information: you can visit www.adidassoccer.ca or contact:
Charlie Robson, NATIONAL Public Relations, (416) 586-0180,
crobson@national.ca; Jeff McDonall, adidas Canada, (905) 761-9900 x 2866,
Jeff.McDonell@adidas.com

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