Adidas has launched the 'You Got This' campaign, focusing on helping athletes overcome pressure in sports performance. The campaign includes a film featuring renowned athletes and provides how-to guides and behind-the-scenes insights on managing pressure. Adidas aims to empower athletes at all levels to achieve their full potential.
Adidas Launches 'You Got This' Campaign to Help Athletes Manage Pressure
( Credit to: Marketing-interactive )
Adidas, the popular athletic shoes and apparel brand, has recently launched a new campaign called 'You Got This.' The campaign focuses on addressing the negative impact of pressure in sports performance.
To kick off the campaign, Adidas released a film that celebrates athletes who have successfully dealt with pressure. The film features renowned athletes such as Pat Mahomes, Trinity Rodman, Lionel Messi, Linda Caicedo, Jude Bellingham, Anthony Edwards, Rohit Sharma, and the New Zealand Rugby All Blacks. Set against the backdrop of Queen's iconic song 'Under Pressure' featuring David Bowie, the film showcases the intense pressure that athletes experience and highlights some of their most high-stakes moments in sports. The film concludes with a rallying cry of 'You got this.'
Insider Techniques and Behind-the-Scenes Insights on Managing Pressure
In addition to the brand film, Adidas will be releasing a series of multi-sport how-to guides. These guides aim to provide athletes with insider techniques on accessing the optimal zone and managing pressure. Furthermore, Adidas will also be sharing a candid four-part fly-on-the-wall athlete series on its Instagram and YouTube channels. This series will offer a behind-the-scenes look at how athletes handle pressure in their respective sports.
Collaboration with Elite and Grassroots Athletes
As part of the 'You Got This' campaign, Adidas collaborated with elite and grassroots athletes Emiliano Martínez, Ludvig Åberg, Nneka Ogwumike, Rose Zhang, and Stina Blackstenius. They also partnered with neurobiologists neuro11 for a study. The study revealed that both grassroots athletes and elite athletes experience similar intense levels of pressure during high-stakes moments. However, elite athletes were found to be up to 40% more effective at managing pressure.
To bridge this gap, Adidas and neuro11 are working together to understand how negative pressure hinders performance and provide guidance on how athletes at all levels can overcome it. The guidance includes insights on striking a penalty in the optimal area of the goal, regaining focus before netting a free throw, and the impact of dwell time on putting in golf.
Empowering Athletes to Unlock the Joy of Sports
Florian Alt, VP Global Brand Communications at Adidas, emphasized the importance of helping athletes overcome pressure to fully unlock the joy that sports bring. He stated, 'Ahead of a stellar year of sport, we’ve set out to inspire next-gen athletes to tackle pressure by giving them unique insight into how some of the world’s best athletes manage pressure. Using the latest in neuroscience data and research, we have also released tools and techniques to help empower everyone to disarm pressure in sport.'
Empowering Underprivileged Children through Sports
In a related initiative closer to home, Decathlon Hong Kong, a sporting goods retailer, has partnered with 'Game on,' a youth initiative platform. Together, they have launched a social responsibility initiative project aimed at empowering underprivileged children through sports. 'Game On' serves as a connection between underprivileged children and trained teenage volunteers, providing them with opportunities to engage in sports.
Inspiring and Empowering Athletes to Overcome Pressure
Adidas' 'You Got This' campaign and its collaboration with neuro11 aim to support athletes of all levels in managing pressure and achieving their full potential. By sharing insights and techniques from elite athletes, Adidas hopes to inspire and empower the next generation of athletes to overcome pressure and find joy in sports.