in a new campaign that highlights all the possibilities for success that arise when negative pressure is overcome.
As the major football competitions of 2024, including EURO 2024™ and the South American League Tournament, are fast approaching, Adidas continues its effort to defuse the negative pressure prevalent in sports. Based on research showing that a player is more likely to miss a penalty when playing for the national team than for their club, this new campaign motivates football players with the encouraging message, ‘You Got This’.
The campaign is launched with a new film, aimed at inspiring athletes from the next generation to surpass pressure and be fueled by their love for this wonderful sport. Adidas has launched a new chapter of its brand campaign, reiterating the importance of disarming negative pressure in sports. Alongside renowned footballers representing the brand, Adidas aims to show all the possibilities that open up when pressure and emotions are properly managed.
On the eve of the two major football competitions, EURO 2024™ and the top league championship of South America, the new campaign emphasizes that, in addition to excitement, international football can increase pressure on players. Specifically, research shows that football players are three times more likely to miss a penalty when playing for the national team than when playing for their club.
Through the new film released by Adidas, which features football stars and young hopefuls who will play for their countries this summer—among them Jude Bellingham, Pedri González, Ousmane Dembélé, Florian Wirtz, and Gianluigi Donnarumma—the film aims to inspire the next generation of athletes to overcome pressure and be driven by love for the sport. Narrated by legendary British footballer David Beckham, the film reminds both seasoned champions and competition newcomers alike to manage pressure and focus on the positive message ‘You Got This’ when stepping onto the field.
With a dynamic montage of sequences set to the iconic song “Under Pressure” by Queen ft. David Bowie, football great Lionel Messi takes his place in history, while Germany’s prodigy Florian Wirtz shoots into the top corner of the goal, American Gio Reyna expertly maneuvers before sending the ball into the net, rising star Pedri confidently walks among Spanish fans before a match, and Frenchman Ousmane Dembélé demonstrates his skill in weaving through opponents—showing the heights you can reach if pressure is transformed into positive energy, encouraging ordinary athletes to follow their example.
In the film, Dembélé and Santi Jimenez debut the Adidas F50 football boots, which will be seen on the field in the UEFA Champions League final, before the football season begins. In the final scene, Jude Bellingham is captured in his hometown Birmingham, playing football in the neighborhood with locals. The scene reminds athletes worldwide of where the love for football began and how dreams can become reality if fueled by the thought ‘You Got This’. The Real Madrid superstar wears the first Adidas collector’s item from the ‘JB Originals’ range, launching in the coming months: a premium jacket with a high collar in his country’s colors and personalized with the initials J.B.
A recent study conducted by Adidas, together with sports-specialized neurologists from neuro11, demonstrated the impact of pressure on performance, both for top athletes and beginners. Dr. Niklas Häusler, co-founder of neuro11, says: “Pressure is felt by athletes worldwide—even the top ones, and research reveals that this feeling is amplified in international competitions—players are three times more likely to miss a penalty goal when playing for their country versus their club. However, testing on a series of Adidas athletes has shown that by managing emotions, they can be 40% more efficient in exploiting pressure in their favor during peak moments of the game. By focusing on their gameplay routine, they can fulfill their hopes for this summer.”
Speaking about the new chapter in the brand campaign, Florian Alt, VP Global Brand Comms for Adidas, says: “We want to celebrate and support our players ahead of this summer’s football season, as they continue to inspire the next generation of athletes. This campaign is designed to remind everyone that pressure can be felt at any level, regardless of professionalism. We aim to help disarm negative pressure in sports and encourage both elite athletes and beginners to reconnect with what made them love the game. We hope our motto, ‘You Got This’, motivates athletes at all levels to overcome pressure and reach their true potential in sports.”
Visit adidas.com to learn more about the campaign and stay updated with news on instagram.com/adidas and tiktok.com/adidas.