In its latest campaign, adidas brings together its biggest sports icons from around the world to launch a positive message designed to help athletes overcome pressure in their daily lives and realize their potential in sports.
The new global brand campaign is based on feedback and insights from athletes around the world, who note that negative pressure can diminish the joy of sports for many people.
To address this issue, adidas will present a series of athlete stories, expert insights, and guides throughout the campaign, designed to help athletes at all performance levels reduce the pressure they face in sports.
Last weekend—coinciding with 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 All Blacks—celebrating how athletes cope with the pressure to perform.
Set to the timeless and legendary anthem “Under Pressure” by Queen ft. David Bowie, the new film shows how athletes experience the weight of challenges and what’s possible when they silence them with the exclamation “You Got This.”
The 90-second film culminates in a tribute to adidas’ stars as they give their all during some of their most iconic athletic moments.
From Jude Bellingham, who scored a goal in his UEFA Champions League debut for Real Madrid, to Emily Malewski, who executed a flawless dismount on the balance beam at the 2022 German Championships —all the athletes demonstrate how they handle pressure to inspire athletes in everyday life to do the same.
To show how elite athletes handle pressure and to provide concrete guidance to all athletes, adidas has partnered with neuro11, a group of leading sports neuroscientists.
By collecting brain data from recreational athletes as well as adidas elite athletes—Emiliano Martinez, Ludvig Adberg, Nneka Ogwumike, Rose Zhang, and Stina Blackstenius—this part of the campaign will show how the world’s best handle pressure during competition.
Florian Alt, VP of Global Brand Communications at adidas, says of the new brand campaign:
“In a year when sports are impossible to ignore—and when our adidas family will undoubtedly inspire a new wave of athletes around the world—we’ve developed a campaign that helps young players overcome a universal barrier: pressure. Our new campaign aims to bring back the joy of sports and convey a simple message to all athletes: You’ve got this.”
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
