New Delhi: adidas is launching the next chapter of its global brand campaign with the goal of helping athletes worldwide to believe in themselves and disarm negative pressures in sport. The campaign, which is headlined by a new film featuring iconic Indian cricketers, encourages the world to be a positive influence in sport, highlighting the importance of positivity in helping athletes overcome the pressures they face both on and off the field.
The campaign is driven by new global research from adidas, which reveals that four out of five athletes often experience unhelpful sideline behaviors, which can contribute to athletes dropping out of sport. In response, the brand is calling for everyone to create an environment of support, urging fans, coaches, and teammates to help athletes believe in themselves through positive reinforcement.
The film, launching ahead of the ICC Champions Trophy 2025, stars cricket legends Hardik Pandya, Rohit Sharma, Suryakumar Yadav, Rishabh Pant, Kuldeep Yadav, and Virat Kohli. Set against a reimagined version of “I’m Sticking With You” by James Blake, the film portrays the impact of supportive relationships on the world’s top athletes. It emphasizes the importance of positivity and collective encouragement in overcoming the intense pressure that athletes face.
Commenting on the campaign, Neelendra Singh, GM of adidas India, said, “At adidas, we have always been committed to standing by our athletes, both on and off the field. Recognizing that pressure is an inherent part of sports, our ‘You Got This’ campaign aims to help motivate everyone to be a positive influence on every pitch, track and court. Through this campaign, we aim to demonstrate the transformative power of someone’s positive gesture in turning self-doubt into self-belief to help athletes believe ‘You Got This’.”
The research behind the campaign reveals the “Sideline Effect,” the positive and negative impact of behaviors from those on the sidelines. adidas also introduced the “Sideline Essentials,” outlining the behaviors athletes need from coaches, parents, supporters, and teammates to help them feel empowered.
The campaign will run across a variety of media platforms, reaching global consumers and amplifying the message through retail store activations, inviting everyone to help athletes believe in themselves: You Got This.
View this post on Instagram
