In a fresh chapter of its brand campaign, adidas continues its mission to help athletes of all levels overcome negative pressure in sports.
With Paris 2024 on the horizon, the campaign underscores the vital role of self-belief, highlighting how top-tier athletes harness it to inspire the next generation.
This initiative arrives as self-belief wanes among grassroots athletes. adidas research reveals that one in five everyday athletes doubt their sports abilities, a sentiment more prevalent in under-served communities where the figure rises to one in four.
To tackle this issue, adidas’s campaign, along with global partnerships and programs like adidas Arena, adidas GROUNDPARIS, Breaking Barriers, Gol De Letras, and Boys & Girls Clubs of America, aims to demonstrate the power of self-belief to enhance performance in sports.
Collaborating with Chartered Sport and Exercise Psychologist Dr. Josephine Perry, adidas explores how self-belief can mitigate the pressures athletes face, from grassroots to elite levels.
Perry notes, “For athletes, there is no greater stage than the Summer Games. However, the occasion naturally comes with a multitude of pressures.
Research indicates that athletes face up to 93 different pressures, all of which they strive to overcome to achieve peak performance – especially when it matters the most.
Techniques to develop self-belief, courage, and confidence can significantly mitigate these pressures, helping athletes to achieve success all the way from grassroot to elite level.”
Ahead of Paris 2024, adidas introduces a new brand film featuring icons like Noah Lyles, Sasha Zhoya, and Sümeyye Boyaci.
These athletes narrate their journeys, showcasing their self-belief and confidence during high-stakes moments in their sports.
The film, set to Queen and David Bowie’s “Under Pressure,” serves as a rallying cry, reminding athletes at all levels of the integral role of belief, echoed by the slogan “You Got This.”
The film features dynamic scenes, including USA sprinter Noah Lyles exploding from the blocks, Kenyan marathon world record holder Peres Jepchirchir taking on the distance, French hurdler Sasha Zhoya soaring over a hurdle, and Turkish Paralympic swimmer Sümeyye Boyaci powering through the water.
Chinese breaker B-Girl 671, Team GB BMX star Kieran Reilly, and Brazilian skateboarder Felipe Gustavo also showcase their unique styles, all fueled by self-belief.
Noah Lyles, preparing for Paris 2024, shares, “This summer I’m going to win three gold medals in the 100m, 200m & 4×100 meters.
Of course, it won’t be easy but that’s half the fun. I love the biggest moments, they feel like a stage to show the world all the work and passion I have put into myself and my craft.
So, it doesn’t matter if the moment is big, it’s just another chance to shine. Because the moment isn’t bigger than me, it was made for me!”
Florian Alt, VP of Global Brand Communications at adidas, adds, “The Summer Games is the pinnacle stage for the world’s best athletes, so we want to celebrate them, while showcasing what is possible for our new guard of athletes.
This campaign continues our mission to showcase how universal pressure is – we all feel it – even those with years of experience and who’ve achieved gold.
However, we also know a crucial factor to overcoming it is self-belief and reminding yourself, ‘You Got This’.
We hope this encourages all those participating in sport to realise they’re good enough and that self-belief and enjoying sport as it was when you started is the most important step to achieving your possibilities on the field.”
In its quest to create a legacy post-Games, adidas supports various programs aimed at fostering self-belief, such as adidas Arena, adidas GROUNDPARIS, Breaking Barriers, Gol De Letras, and Boys & Girls Clubs of America.
For more information on the campaign, visit adidas.com and follow updates on instagram.com/adidas and tiktok.com/adidas.