In its latest campaign, adidas brings together its biggest sports icons from around the world to launch a positive appeal to help athletes overcome pressure and realize their opportunities in sport in everyday life.

The new global brand campaign is based on feedback and findings from athletes around the world that negative pressure can impair the enjoyment of sport for many people.

‍

‍

To address this issue, adidas will present a series of athlete stories, insights from experts, and guidance to help athletes at all levels of performance reduce pressure in sport.

‍

‍

Last weekend - parallel to one of the biggest sporting events on the calendar - adidas launched the campaign with a film featuring Pat Mahomes, Trinity Rodman, Lionel Messi, Linda Caicedo, Jude Bellingham, Anthony Edwards, Rohit Sharma and the New Zealand Rugby All-Blacks and which celebrates how athletes deal with pressure to perform.

‍

‍

‍

With the timeless and legendary anthem Under Pressure by Queen ft. The new film shows David Bowie how athletes experience the burden of challenges and what is possible when they silence them with the exclamation “You Got This.”

‍

‍

The 90-second film culminates in an homage to the stars of Adidas, who do their best in some of their most important sporting moments.

‍

‍

From Jude Bellingham, who scored a goal for Real Madrid in his UEFA Champions League debut, to Emily Malewski, who made her balance beam jump flawlessly at the 2022 German Championships, all athletes show how they handle pressure to inspire athletes to do the same in their everyday lives.

‍

‍

To show how top athletes deal with pressure and to provide all athletes with concrete guidance, adidas has teamed up with neuro11, a group of leading sports neuroscientists.

By collecting brain data from amateur athletes as well as from top adidas athletes — Emiliano Martinez, Ludvig Adberg, Nneka Ogwumike, Rose Zhang and Stina Blackstenius — this part of the campaign will show how the world's best deal with pressure in the game.

‍

‍

Florian Alt, VP of Global Brand Comms at adidas, says about the new brand campaign:

“In a year when sport is unmissable and when our adidas family will undoubtedly inspire a new wave of athletes around the world, we have developed a campaign to help young players overcome a universal barrier — pressure. Our new campaign is intended to bring back the joy of sport and send a simple message to all athletes: You can do it.”

‍

‍

The campaign is complemented by an ongoing series of content featuring athletes from a wide range of sports, as well as events and activities in which consumers can participate.

‍

‍

‍

Photos via adidas