Adidas has launched a compelling new brand campaign aimed at celebrating the power of overcoming pressure in sport, bringing together football icons like Lionel Messi, Jude Bellingham, and Florian Wirtz. This initiative comes at a crucial time as the world gears up for major football events such as EURO 2024™ and South America’s leading tournament. By emphasizing the mental challenges athletes face, the campaign seeks to disarm the negative impact of pressure, providing a positive rallying cry: “You Got This.” Research has shown that players are more likely to miss penalties when playing for their nation compared to their clubs, highlighting the unique pressures of international competition.
The centerpiece of this campaign is a new brand film that aims to inspire the next generation of athletes to embrace and overcome pressure. Featuring football stars like Gianluigi Donnarumma, Giovanni Reyna, Ousmane Dembélé, and Pedri, the film is narrated by England legend David Beckham. It showcases a series of dynamic scenes set to the iconic song “Under Pressure” by Queen and David Bowie. The film captures moments of brilliance and resilience, encouraging athletes to reframe pressure as a positive force that can drive their passion and performance on the field.
One of the standout elements of the film is the debut of the new adidas F50 football boots, worn by Dembele and Santi Jimenez. These boots will be prominently featured during the UEFA Champions League Final and throughout the summer’s football events. Additionally, the campaign highlights Jude Bellingham’s connection to his roots, showing him playing with local athletes in Birmingham. This scene serves as a reminder to all athletes of their humble beginnings and the dreams that can become reality with perseverance and a positive mindset.
Adidas’ campaign is supported by recent studies conducted with neuro11, a leading sports neuroscience organization. These studies reveal the significant impact that pressure can have on athletes, particularly when competing at the international level. Dr. Niklas Häusler, co-founder of neuro11, notes that while pressure is universally felt, proper management techniques can dramatically improve performance. By focusing on their routines and harnessing pressure effectively, athletes can enhance their capabilities by up to 40% during high-stakes moments.
England midfielder Jude Bellingham, reflecting on his experiences with national team pressure, shared insights into his personal approach. He emphasized the importance of remembering the love for the game when facing pressure and using it as a motivating factor to perform at the highest level. His perspective aligns with the campaign’s message, highlighting how elite athletes adapt and thrive under pressure by maintaining a positive and grounded mindset.
Florian Alt, VP of Global Brand Communications at adidas, articulated the broader goals of the campaign. He expressed the desire to support and celebrate players as they inspire the next generation of athletes. By acknowledging that pressure is a common experience at all levels of sport, adidas aims to help both elite and grassroots players reconnect with their passion for the game. The “You Got This” campaign is a testament to adidas’ commitment to empowering athletes to overcome pressure and achieve their fullest potential.
