- On Feb. 11, Adidas launched a recent global brand campaign featuring skilled and amateur athletes that addresses how pressure detracts from their enjoyment of playing a sport, in keeping with materials provided to Marketing Dive.
- A 90-second campaign video features Adidas endorsers Patrick Mahomes, Trinity Rodman, Lionel Messi, Linda Caicedo, Rohit Sharma, Anthony Edwards, Jude Bellingham and the New Zealand All Blacks rugby team. The campaign will include other multi-platform executions.
- The brand worked with neuro11, a bunch of sport neuroscientists, to raised understand how elite athletes manage pressure in order that the corporate can provide tangible guidance to athletes at all levels.
Adidas, coming off a better-than-expected financial performance in Q4, is staking its claim as a brand supporting athletes of all levels. The recent campaigns arrived ahead of one of the largest sporting events within the United States, the Super Bowl, and well prematurely of the largest sporting event on the earth, the 2024 Summer Olympics.
The ongoing content series features athletes across a wide selection of sports talking in regards to the pressures they face and the tools they use to beat those feelings to perform at their highest levels. The brand can even hold events and activations for consumers all year long and can further support the trouble through an out-of-home campaign in major cities.
“In a yr of unmissable sport, where our Adidas family will undoubtedly encourage a recent wave of athletes across the globe, now we have created a campaign to assist young players confront a universal barrier – pressure,” said Florian Alt, vice chairman of global brand communications, in a release. “Our recent campaign is designed to assist bring the enjoyment back to sport and equip all athletes with an easy message: You got this.”
The recent business begins with several amateur athletes shot in black and white as they get advice from parents, face off against competition and fall short while training for a race. As the Queen and David Bowie hit “Under Pressure” begins playing, the business turns to paint and the voice-over notes it’s “only rivalry” and “noise.” The spot shifts to skilled athletes training, because the voice-over continues to interrupt down sports into smaller components that the athletes have trained for, asserting that, “It’s only a game.” The spot ends with the message, “You got this.
Read the complete article here
