In its latest global study, adidas reveals how crucial positive support and encouragement from coaches, parents, fans, and teammates are in helping athletes believe in themselves and perform at their best, free from the weight of pressure.
The study surveyed over 12,000 athletes across 24 countries and identified key behaviors that significantly impact young athletes’ desire to compete:
- Constant reminders of the score during the game
- Not giving athletes space when they’re having a bad day
- Focusing solely on game results
- Over-coaching during the game
- Immediate post-game analysis
To counteract these negative behaviors, adidas has created “Sideline Essentials”, a set of practical recommendations and tools designed to help supporters on the sidelines—coaches, parents, fans, and teammates—positively influence players, encouraging them to believe in themselves and perform at their best. To promote and popularize these practices, adidas elite athletes like Anthony Edwards, Lamine Yamal, Aitana Bonmatí, and Trinity Rodman are joining the brand’s communication efforts.
The new “You Got This” campaign responds to discouraging behaviors and serves as a strong endorsement for those who need motivation and understanding from those around them, offering ongoing moral support from their entourage and fans.
- The new adidas campaign aims to inspire the world of sports, encouraging athletes to embrace the “You Got This” message, continuing its mission to reduce negative pressure in sports.
- The campaign is supported by a series of films featuring renowned athletes like Aitana Bonmatí, Aliyah Boston, Anthony Edwards, Lamine Yamal, Trinity Rodman, and others, each focusing on the stories of those who encouraged them to believe in their abilities and in the “You Got This” mindset.
- The campaign seeks to motivate everyone to have a positive influence in sports, as adidas’ new global research reveals that 4 out of 5 athletes often face discouraging behavior from the sidelines.
Following the launch of the “You Got This” campaign last year, adidas aims to inspire everyone to have a positive influence in sports by 2025. According to the new research, 4 out of 5 athletes face discouraging behavior from spectators, leading many to quit sports. The new campaign is built on the universal truth that everyone needs someone to help them believe they are capable of anything and aims to illustrate the importance of relationships between athletes and the positive influence of supporters.
The centerpiece of the campaign is a series of films set to the reimagined track “I’m Sticking With You” by producer and musician James Blake. Each film embodies the lyrical sentiment of The Velvet Underground’s hit, focusing on how relationships with those on the sidelines help some of the world’s greatest athletes overcome pressure.
Inspiring Films Featuring Athletes:
- NBA player Anthony Edwards alongside his childhood best friend, Nick Maddox, who helps him escape the chaos of reporters and fans through their shared love of music as he approaches the court.
- NWSL star Trinity Rodman during training, taking a break with her brother, DJ Rodman, whose words of encouragement help her push through intense drills.
- WNBA star Aliyah Boston sitting in the stands with her mother, Cleone Boston, sharing a moment of support before stepping onto the court.
- European champion Lamine Yamal relaxing with a friendly game of beach soccer alongside his childhood friends from the 304 Rocafonda neighborhood, cheered on by community members.
- Ballon d’Or winner Aitana Bonmatí surrounded by young players from her football camp, practicing dribbles and passes as her name is chanted.
Speaking about the campaign, Florian Alt, Vice President of Global Brand Communications at adidas, said: “In a year of unforgettable sporting moments, from the UEFA EURO Championship to the Paris 2024 Olympics, we’ve seen the impact of positive support from those on the sidelines on elite athletes’ performances. As we enter this new season of championships, we’ve created a campaign where our biggest sports stars demonstrate how the everyday actions of those around the game can determine whether a young athlete steps up to the starting line with confidence or walks away due to pressure. This campaign aims to remind everyone that they can play an essential role in encouragement and support, inspiring and equipping them with tools to help every player reduce negative pressure and believe in the ‘You Got This’ message.”
Reflecting on the importance of positivity in sports, Ballon d’Or winner Aitana Bonmatí said: “Football has allowed me to fulfill my dreams throughout my life. Winning the World Cup in 2023, the Nations League in 2024, and the Champions League three times are some of my most significant moments, and I know they wouldn’t have been possible without all the people who support me. It’s so important for everyone to have positive influences in their wider circle, which is why I continue to build relationships with so many young aspiring players at my football camp, Campus Aitana. I believe adidas’ ‘Sideline Essentials’ would be helpful for everyone—coaches, teammates, and fans—to understand the importance of standing by players and offering the right encouragement, so they can focus on channeling their passion and determination into the game—without any added pressure.”
Reflecting on the role of support from those around him, FC Barcelona forward Lamine Yamal said: “I’ve had an unforgettable year, which wouldn’t have been possible without my family, my teammates, and, of course, my community. Throughout the year, especially in moments of pressure, I’ve received a lot of the advice found in ‘Sideline Essentials.’ Having the trust and support of my family, friends, and community has helped me stay focused and achieve many of my dreams so far.”
The campaign is amplified through an integrated, multi-platform strategy, including OOH, social media, digital platforms, and in-store activations. The films are available to watch on adidas’ YouTube channel, along with exclusive behind-the-scenes content on adidas’ social channels.
References
1-2 adidas commissioned an international study conducted by Focaldata, which surveyed 12,438 young people aged 16-29 with varying levels of involvement in sports in November 2024 across 24 markets (Argentina, Australia, Brazil, China, France, Germany, Greece, India, Israel, Italy, Japan, Mexico, New Zealand, Philippines, Portugal, Saudi Arabia, South Africa, the UK, South Korea, Spain).
