adidas’ latest campaign aims to unite sporting icons from across the world to create a positive rallying cry for everyday athletes so that they can overcome pressure to achieve all possibilities.
The new global brand campaign is driven by feedback and insights from consumers that negative pressure can affect their enjoyment of sport. With an aim to address this over the course of the campaign, the brand will release a range of athlete stories, insights from experts and guidance materials.
The brand kicked off 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.
Set against the anthem, ‘Under Pressure’ by Queen ft. David Bowie, the new film aims to spotlight everyday athletes experiencing the weight of expectation and what is possible when they silence its impact with the joyous rallying cry - 'You Got This.'
The 90-second film climaxes with a tribute to adidas’ roster during some of their sporting moments.
adidas has partnered with neuro11, a group of sport neuroscientists. By capturing brain readings from grassroots athletes, alongside elite adidas athletes – Emiliano Martinez, Ludvig Adberg, Nneka Ogwumike, Rose Zhang, and Stina Blackstenius – this part of the campaign shows the mechanics of how the world's best overcome in-game pressure.
Talking about pressure in his game, Rohit Sharma shared, “Challenges are part and parcel of an athlete's life. These are opportunities to learn and grow. But converting challenges to opportunities takes a tremendous amount of will power and guts. You really need to push yourself and say, “You Got This.” I have had that attitude all my life and it has enabled me to manage pressure every time I am pushed out of my comfort zone.”