Advertising copywriter & creative director · wrote the adidas “Impossible is Nothing” manifesto, 2004
Aimee Lehto Schewe is an advertising copywriter and creative director who, working as Aimee Lehto at TBWA\Chiat\Day on the global adidas account, wrote the manifesto that begins “Impossible is just a big word thrown around by small men.” By her own account the phrase arrived while she was brushing her teeth, and she handed the finished piece to her boss before lunch; it went on to sell adidas a $50 million global brand relaunch. She has since watched her words be quoted by celebrities and ranked by ESPN as Muhammad Ali’s single best line — “incredibly flattering that my words are believable as an Ali quote, but equally maddening to have my work not attributed to me,” she told Quote Investigator ↗ by email in April 2017.