Sports and Wellness
Adidas Inspires Athletes With ‘You Got This’ Campaign
Jasmeen Dugal
Contributor
Star athletes including Aitana Bonmatí and Trinity Rodman have come together for adidas’ new brand campaign, ‘You Got This’. Highlighting the importance of being a positive influence for athletes, the campaign continues adidas’ mission to help disarm negative pressure in sport.
Headlined by a series of films featuring Aitana Bonmatí, Aliyah Boston, Anthony Edwards, Lamine Yamal, daughter of NBA legend Dennis Rodman, Trinity, and others, adidas’ brand campaign focuses on the people who help make these athletes believe, You Got This.
adidas’ global research, surveyed over 12,000 athletes across 24 countries, uncovered that four in five athletes experience negative behaviour from the sidelines:
- 📌Reminders of the score during a game: scoreboard shouting
- 📌Giving athletes space when having a bad day: standing back
- 📌Just concentrating on the result: focusing only on the outcome
- 📌Excessive instruction during game play: video-game coaching
- 📌Immediate post-match analysis: the post-game analyst
This inspired the brand to create its ‘Sideline Essentials’: five positive behaviours which encourage athletes. In partnership with sports psychologists, the campaign highlights the importance of high-impact, positive action from coaches, parents, supporters and teammates in helping athletes believe, You Got This. This could mean the difference between millions of athletes heading out onto the field or quitting altogether.
Reflecting on the importance of positivity in sport, Ballon d'Or winner, Aitana Bonmatí, said: “Winning the World Cup in 2023, the Nations League in 2024, and the Champions League three times are some of my proudest moments and I know they wouldn’t have been possible without all the people that support me. It’s so important for everyone to have positive influences in their wider circle… I believe adidas’ ‘Sideline Essentials’ would be helpful for everyone – coaches, teammates and supporters - to understand the importance of standing by players and offering the right encouragement.”
Behavioural scientists project that if coaches, parents, supporters, and teammates adopted just one of the positive behaviours from adidas’ ‘Sideline Essentials’, it could help encourage up to 20 million more athletes to play sport regularly. To see the advice play out pitch-side, adidas is working with its icons to show up for grass-root athletes on sidelines, with some of the world’s best athletes set to appear on local courts, tracks and pitches in the coming weeks.
Speaking on the campaign, Florian Alt, Vice President, Global Brand Communications at adidas, said: “This latest chapter of the brand campaign aims to help motivate everyone to be a positive influence on every pitch, track and court. We set out to create a campaign to highlight how the everyday actions of those in and surrounding the game can be the difference between a young athlete showing up on the starting line or dropping out. As part of this ambition, we wanted to not only inspire coaches, parents, supporters and teammates but to also give them the tools to help athletes believe 'You Got This'.”
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