Adidas brings together some of the world’s most famous athletes in a new global campaign aimed at disarming the negative pressure in sports.

The campaign is inspired by consumer feedback from around the world

Adidas brings together some of the world’s most famous athletes in a new global campaign aimed at disarming the negative pressure in sports.

The campaign is inspired by consumer feedback from around the world

Adidas brings together some of the world’s most famous athletes in a new global campaign aimed at disarming the negative pressure in sports.

The campaign is inspired by consumer feedback from around the world

Dedicated to the next generation of athletes, the new Adidas campaign unites world-class athletes with the goal of inspiring people to overcome the impact of negative pressure in sports. The campaign is inspired by consumer feedback from around the world regarding the negative pressure that overshadows the joy of sport. It includes a video featuring sports stars such as Pat Mahomes, Trinity Rodman, Lionel Messi, Linda Caicedo, Rohit Sharma, and Jude Bellingham. Adidas unites some of the world’s most renowned athletes in this new campaign, encouraging all people who practice sports, regardless of their performance level, to overcome pressure and reach their potential. Inspired by the ubiquitous feedback around the world on the negative impact of pressure on performance and the joy generated by sports, Adidas will highlight throughout the campaign athletes’ stories, expert opinions, and guides and resources – all intended to help disarm the pressure in sports, felt at any performance level. In parallel with the year’s biggest sports spectacle, the Super Bowl final, the brand debuted the campaign with a film dedicated to celebrating athletes who face pressure, featuring Pat Mahomes, Trinity Rodman, Lionel Messi, Linda Caicedo, Jude Bellingham, Anthony Edwards, Rohit Sharma, and the New Zealand All Blacks rugby team. Against the backdrop of the timeless anthem ‘Under Pressure’ by Queen ft. David Bowie, the new film shows ordinary athletes loaded with the burden of expectations and all the possibilities that arise once they manage to detach from them, reminding them that their power comes from within, like a battle cry – ‘You Got This.’ The film culminates with the array of Adidas star athletes playing at peak performance in the most important moments of their sporting careers. From Jude Bellingham scoring for Real Madrid in his UEFA Champions League debut to Emma Malewski executing a flawless beam dismount at the 2022 German Championship – each athlete shows how they manage pressure to inspire any athlete to do the same. The video is available here: https://www.youtube.com/watch?v=lw-pwHC0gsE To concretely show how top athletes manage pressure and to offer tangible resources to anyone in need, Adidas has partnered with neuro11, a group of sports neuroscience experts. By monitoring the brain activity of both ordinary and elite athletes – Emiliano Martinez, Ludvig Adberg, Nneka Ogwumike, Rose Zhang, or Stina Blackstenius, this aspect of the campaign will show the mechanisms through which the world’s most performing athletes overcome pressure. Florian Alt, VP of Global Brand Comms at Adidas, says about the new campaign: “In a year with significant sports events, where the Adidas family will undoubtedly inspire a new wave of athletes around the world, we have created a campaign to help young players facing a universal barrier – pressure. Our new campaign is designed to inspire the rediscovery of joy in practicing sports and to equip all athletes with a simple encouragement: You got this.” The campaign will be complemented by a series of multimedia content featuring athletes from various sports, as well as events and activations dedicated to consumer interaction. Supported by a multi-platform global media investment, the campaign’s message will reach consumers worldwide, including through spectacular outdoor executions in major cities and relevant locations.

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