Adidas campaign encourages us to cope with pressure in sport
The Opinionated agency was in charge of the advertising campaign
Adidas’ campaign focuses on pressure control with three ads that link young people and professional athletes.
In the world of sport, pressure is one of the elements that athletes will sooner or later have to deal with. Whether in team or individual sports, tense moments come that can make us win or lose a match, and with it, mark the future.
Pressure takes its toll especially on younger athletes, especially because it comes when they least expect it. It is the leitmotiv of the campaign launched by Adidas, which consists of three commercials. In them, we see how professional athletes advise young people in moments of pressure.
“You Got This” is the slogan of Adidas’ campaign that premiered during the last Super Bowl. These three ads are part of the campaign, although they could be titled “Under Pressure”. Its initial approach and especially the final song, the legendary Queen song with the same title.
Adidas’ campaign offers us three inspiring ads that aim to change the perspective from which pressure is seen. It is not an element that can be avoided, but at least it can be redefined.
The pieces show us different moments that young athletes experience and how pressure reaches a climax, capable of breaking them. Amidst all the action, the scene stops and we see how players of the caliber of Patrick Mahomes, Aliyah Boston and Anthony Edwards advise young people.
This Adidas campaign wants to encourage athletes to believe in themselves and use pressure as a motivating force. According to Chris Murphy, senior VP of brand communications at Adidas: “Sport is much more than winning. And at Adidas we strive to help athletes of all levels understand how they can succeed when they have to deal with pressure, and we empower athletes to adopt a positive mindset and focus on the fun that comes with sport.”
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