The brand with the three stripes today presents the next chapter of its brand campaign “You Got This” and once again addresses how athletes around the world are exposed to negative pressure in sport.

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Against the backdrop of this year's Summer Games in Paris, the campaign underlines the importance of self-confidence and a positive attitude in competition.

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It features top athletes who use faith in themselves to exploit their own performance potential and inspire future generations in the process.

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The campaign is launched at a time when the self-confidence of sports enthusiasts is declining. According to this, a study commissioned by adidas has shown that one out of five everyday athletes believes ‘they’re not good at sport’ ¹ and sees this as an obstacle to practicing it.

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In underserved population groups, this even applies to a quarter of respondents to ¹. adidas has set itself the task of countering this problem.

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In the run-up to Paris 2024, the brand is showing with the latest chapter of its campaign how important it is to believe in yourself, which can demonstrably improve your own performance in sport. ²

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In order to understand how negative performance pressure from amateur athletes to elite athletes can be reduced through growing self-confidence, adidas is working with graduate sports psychologist Dr. Josephine Perry.

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She says: “For athletes, there is no greater stage than the Summer Games. However, the occasion naturally comes with a multitude of pressures. Research indicates that athletes face up to 93 different pressures3, all of which they strive to overcome to achieve peak performance – especially when it matters the most.

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Techniques to develop self-belief, courage, and confidence can significantly mitigate these pressures, helping athletes to achieve success all the way from grassroot to elite level. ”

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In the international version of the brand film for the title song of the “Under Pressure” campaign by artists Queen and David Bowie, adidas brings together top athletes on their way to gold medals, including the US sprinter and currently the fastest man in the world, Noah Lyles, the Kenyan world record holder over the marathon distance, Peres Jepchirchir, the French hurdler Sasha Zhoya and the swimmer Sümeyye Aci from Turkey.

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The German adaptation of the campaign focuses on top athletes Lise Petersen (para-javelin throw), Mikaelle Assani (long jump), Pauline Nettesheim (break dancing), Justin Sommer (skateboarding) and Selina Düz (taekwondo).

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In the short film, the athletes themselves talk about the pressure they are exposed to and encourage all athletes, from amateur to elite sports, to strengthen their faith in themselves. The brand's positive slogan “You Got This” underlines this message.

The concept and realization of the German adaptation was carried out by the agency HY.AM Studios in Berlin.

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Florian Alt, Vice President Global Brand Comms at adidas, comments on the next chapter of the brand campaign: “The Summer Games are the career highlight for the best athletes in the world. We want to celebrate our athletes and at the same time show what top sporting achievements are possible.

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With this campaign, we are continuing our mission and showing how universal pressure is — we all feel it, even experienced athletes. But we also know that believing in yourself is a decisive factor in overcoming pressure.

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We hope that this encourages all athletes to recognize that they are good enough and that self-confidence and enjoyment of sport are essential to reach their potential.”

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To increase the self-confidence of athletes at all levels of performance, adidas supports various programs, including adidas Arena, adidas GROUNDPARIS, Breaking Barriers, Gol De Letras and Boys & Girls Clubs of America.

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¹ adidas commissioned international research conducted by Vitreous World, surveying 17,038 16-30-year-olds with a basic interest in sport across, South Korea, Mexico, Japan, UK, Germany, France, UAE, China, and USA. Data was collected between May and June 2023

² Evidence is from a review of scientific studies (covering over 3,000 athletes across 15 countries and 24 sports) (Lochbaum et al. 2022)

³ 93 specific pressures in for elite athletes - Hanton, S., Fletcher, D., & Coughlan, G. (2005). Stress in elite sport performers: A comparative study of competitive and organizational stressors. Journal of Sports Sciences, 23(10). 1129-1141

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Photos via adidas