The adidas commercial reimagines rivalry as a positive force that pushes athletes to improve.
The UEFA Women’s Euro is underway, and brands are launching their advertising campaigns. These campaigns promote self-improvement, learning, and respect—values that differ significantly from those seen in men’s football.
To strengthen its visibility and media presence, Adidas has launched a campaign that aims to inspire through the classic premise of becoming better than your rival. And it does so with two of the biggest stars of the moment: Aitana Bonmatí and Alessia Russo.
“Great Rivals Make Great Motivation” is the title of the Adidas commercial for the UEFA Women’s Euro, created by the agency Anomaly.
The campaign showcases the rivalry between two major stars in women’s football: Aitana Bonmatí and Alessia Russo. Far from being a negative conflict, this rivalry is portrayed as a source of energy and motivation. Each player pushes herself to improve—against her peers, her environment, and herself. It’s a competitiveness that drives better training, more effort, and the desire to evolve.
The Adidas commercial presents a healthy rivalry, with an emotional and inspiring tone. There are no aggressive confrontations or toxic rivalries—only a strong display of respect and dedication. These are common values in women’s football and stand in stark contrast to those in the men’s game.
Other Adidas-sponsored players featured in the campaign include Jule Brand, Stina Blackstenius, Kadidiatou Diani, and Lia Wälti.
Watch | YouTube
