- With the biggest international football tournament in 2024, EURO 2024™, and South America’s leading tournament approaching, adidas is continuing its ambitious work to tackle negative pressures in the world of sport.
- Studies have shown that players are more likely to miss penalties when playing for their national team than for their club.1The new campaign inspires adidas football icons with positive slogans. 'You got this'
- The highlight of the new campaign is a new brand film. We aim to inspire the next generation of athletes to also rise to the pressure and ignite their love for the beautiful game.
- The new brand film will premiere on Adidas' social channels on the 30th.Number It will air on May at 10pm CET, ahead of its premiere during this weekend's UEFA Champions League final.
Continuing its ambition to tackle negative pressures in sport, adidas today launches a new chapter in its brand campaign, bringing together icons from the global football family to show what's possible when the pressure of expectations is addressed.
As anticipation builds for a summer of football with South America's leading football competition and EURO 2024™ kicking off next month, the campaign highlights the excitement and added pressure that international football can bring to each player's game – in fact, research has shown that players are three times more likely to miss penalties when playing for their country compared to when playing for their club.2.
With this in mind, adidas is unveiling a new branded film featuring some of the sport's biggest stars and next generation pioneers who will be donning the country's uniform this summer. Featuring the likes of Gianluigi Donnarumma, Giovanni Reyna, Ousmane Dembele and Pedri, the film aims to inspire the next generation of athletes to rise above pressure and rekindle their love for the beautiful game. Narrated by England legend David Beckham, the film reminds players to reframe pressure and focus on positive slogans, whether they're competing as defending champions or making their tournament debut. 'You got this' as you step onto the pitch for the biggest soccer tournament of the year.
Through a series of fast-paced scenes set to Queen's David Bowie's iconic melody Under PressureGOAT Lionel Messi made history, German wonderkid Florian Wirtz fired an acrobatic shot into the top corner, America's Gio Reyna expertly completed a rainbow flick before volleying home, star candidate Pedri stomped through the Spanish fans before the game, and France's Ousmane Dembele showed off his ability to use both feet while weaving through the opposition, demonstrating what can be achieved by managing the noise and inspiring everyday athletes to follow suit.
In the film, Dembele and Santi Jimenez debut the new adidas F50 soccer boots, debuting on the pitch at the UEFA Champions League Final before igniting a summer of football, and the final scene sees Jude Bellingham playing with local players in his own backyard in Birmingham, a reminder to players around the world of where their love of football began and that dreams can become reality when backed by passion. 'You got this'. The Real Madrid superstar is wearing his first-ever adidas signature apparel, a premium high-neck track top with patriotic colors and unique details from the “JB Originals” series, which will be released in the coming months.
Adidas and Leading sports neuroscientists Neuro11 have uncovered the impact pressure has on the performance of elite and grassroots level athletes. said Dr Niklas Hausler, co-founder of Neuro11., “Pressure is something that all athletes feel universally, even those playing at the highest level, and research shows that the feeling is amplified when competing at international level: players are three times more likely to miss a penalty when taking it for their country rather than their club team.2However, recent testing with Adidas athletes has revealed that if players have the right management techniques, they can control pressure up to 40% more effectively in key situations.3 By focusing on executing their routine, they will be able to realize their greatest hopes this summer.”
Ahead of their participation in EURO 2024™, Jude Bellingham, England midfielder share: “When you play for the national team for the first time, the pressure level is high and you have to adapt to it quickly. Playing at a high level at a young age has taught me that pressure is a bigger responsibility and it is difficult to play under pressure. A piece of advice I take to heart is that when you feel pressure, you need to remember why you are playing. In my case, during this summer's tournaments I will remember that I am playing for the love of the game and will push myself to reach the highest level possible despite the pressure.”
Talk about the next chapter of your brand campaign Florian Alt, Vice President of Global Brand Communications in Adidas Said: “We want to celebrate and support the players who continue to inspire budding athletes ahead of the height of a summer of football. This campaign is a reminder to us all that pressure can be felt at any level, regardless of accolades or achievements. Our goal is to eliminate negative pressure in sport and encourage elite and grassroots athletes to reconnect with what ignited their love for sport in the first place. We hope that our slogan, 'You Got This', will inspire athletes at all levels to overcome pressure and realise their personal potential in sport.”
visit adidas.com/us/yougotthis For more details on the campaign, stay tuned to instagram.com/adidas and tiktok.com/adidas for the latest updates.
References
1 2 Michelle Brinkschulte, Fabian Wunderlich, Philipp Farley, Daniel Memmert, “The Obligation to Succeed When It Matters Most – The Influence of Skill and Pressure on Penalty Kick Success in Football,” Psychology of Sport and Exercise, Vol. 65, No. 2023, 102369,
3 The results were collected during athlete training sessions conducted in collaboration with neuro11 as part of the adidas SS24 brand campaign (November 2023-January 2024).The study was conducted with Emiliano Martinez, Ludvig Åberg, Nneka Ogwumike, Rose Zhang and Stina Blackstenius, as well as five grassroots athletes.
