Adidas has launched a new global brand campaign that aims to tackle the negative effects of pressure in sports. The campaign is inspired by feedback from consumers and involves some of Adidas’ most famous athletes, who are advocating for a new approach to sports that emphasizes the joy and freedom of athletic competition. The goal is to help athletes overcome mental hurdles and rediscover the fun of sports, and the campaign is being seen as a beacon of hope for athletes everywhere. The campaign’s central message is “You got this,” and it is meant to inspire athletes to believe in themselves and their abilities.
The latest Adidas campaign has launched with a captivating film that features a constellation of the brand’s biggest stars, including Pat Mahomes, Trinity Rodman, Lionel Messi, Linda Caicedo, Jude Bellingham, Anthony Edwards, Rohit Sharma, and the New Zealand Rugby All Blacks. This powerful film showcases these athletes as more than just participants, but as emblematic figures who embody resilience in the face of immense pressure.
The film is set to the iconic track “Under Pressure” by Queen ft. David Bowie, which heightens the intensity of the scenes. The film transcends beyond a mere advertisement, as it becomes a rallying cry for athletes worldwide, urging them to keep pushing forward regardless of their challenges.
The footage showcases each athlete’s strengths, from the finesse of Messi’s footwork to the brute force of the All Blacks’ scrums. It’s a celebration of the human spirit, and a reminder that perseverance and resilience can overcome even the most formidable obstacles.
Overall, the film goes beyond promoting Adidas as a brand; it inspires and motivates athletes to push themselves to the limit and achieve greatness.
Adidas’ collaboration with neuro11, a vanguard of sport neuroscientists, marks a significant leap towards understanding and managing pressure by analyzing brain readings from both grassroots and elite athletes, including Emiliano Martinez, Ludvig Adberg, Nneka Ogwumike, Rose Zhang, and Stina Blackstenius, Adidas endeavors to unveil the psychological underpinnings of pressure. This initiative promises to shed light on the mechanics of pressure management and offer tangible guidance to athletes at all levels.
The campaign’s resonance is amplified by the personal reflections of cricket icon Rohit Sharma, who shared insights into his battle with pressure. Sharma’s perspective underscores the universal nature of pressure in sports and the indomitable spirit required to transform challenges into opportunities for growth and learning.
Florian Alt, who is the Vice President of Global Brand Communications at Adidas, summarized the ethos of the campaign and highlighted its role in inspiring a new generation of athletes. In a year that has seen many sporting milestones, Adidas’ campaign is a call to action for athletes, encouraging them to confront and overcome pressure. Through a comprehensive range of athlete stories, expert insights, and guidance materials, Adidas is not only selling sportswear but also advocating a cause.
The campaign’s global reach is achieved through a strategic media investment across multiple platforms. It includes out-of-home executions in major cities and localized content that resonates with diverse audiences. This extensive approach ensures that the message of overcoming pressure in sports transcends geographical boundaries, inspiring athletes around the world. The YouTube version had already surpassed 4.2k views, alongside several tutorials on how sports figures handle stress. More can be found in their website version at https://www.adidas.com/us/yougotthis.
Adidas’ latest brand campaign is a testament to the power of collective resilience. By uniting its most significant icons, Adidas is not merely advocating for its brand; it’s backing the spirit of the sport itself. As athletes and enthusiasts from across the spectrum rally behind the ‘You Got This’ mantra, the campaign is poised to disarm negative pressure in sports, one inspiring story at a time.
