Ahead of one of the most highly anticipated spectacles in sport, adidas has unveiled the latest chapter of its brand campaign, focusing on empowering athletes with the strength of self-belief. This campaign, featuring standout athletes like Noah Lyles, Sasha Zhoya, and Sümeyye Boyaci, aims to highlight the importance of self-confidence in overcoming pressure. The initiative is part of adidas’ broader mission to support athletes at all levels by helping them manage the mental challenges that come with high-stakes competitions.
Research conducted by adidas reveals a concerning trend: 1 in 5 everyday athletes believe they are not good at sports. This lack of confidence acts as a significant barrier, preventing many from fully engaging in and enjoying physical activities. The figure is even higher among under-served communities, where 1 in 4 people share this sentiment. Recognizing this, adidas’ new campaign seeks to demonstrate the transformative power of self-belief, showcasing how it can elevate performance and unlock potential both on and off the field.
Central to the campaign is a brand film saying “You Got This.” This film brings together some of adidas’ top medal hopefuls from various disciplines and countries, each demonstrating how self-confidence enables them to face and conquer pressure. The film, launching on July 22nd, features dynamic scenes set to the iconic soundtrack of Queen and David Bowie’s “Under Pressure.”
In the film, viewers will see USA sprinter and current fastest man in the world, Noah Lyles, burst from the blocks into a full sprint. Kenyan marathon world record holder Peres Jepchirchir showcases her endurance, while French hurdler Sasha Zhoya demonstrates his precision and agility. Turkish Paralympic swimmer Sümeyye Boyaci is also featured, slicing through the water with determination.
The campaign also addresses the pressures faced by athletes at all levels, from grassroots to elite. Chartered Sport and Exercise Psychologist Dr. Josephine Perry highlights that athletes encounter up to 93 different pressures, which they must navigate to achieve peak performance. Techniques to build self-belief, courage, and confidence are crucial in mitigating these pressures, enabling athletes to perform at their best when it matters most.
Noah Lyles, speaking ahead of his competition in Paris 2024, emphasizes the importance of self-belief in his pursuit of gold. “This summer I’m going to win three gold medals in the 100m, 200m, and 4×100 meters,” he declares. Lyles views the biggest moments as opportunities to showcase his hard work and passion, underscoring that the key to thriving under pressure is the confidence that the moment is made for him.
To further its mission of fostering self-belief, adidas supports numerous programs aimed at increasing access to sports and promoting positive self-perception. Initiatives like adidas Arena, adidas GROUNDPARIS, Breaking Barriers, Gol De Letras, and partnerships with Boys & Girls Clubs of America are designed to provide opportunities and resources for athletes at all levels. These programs help athletes develop their skills but also instill the confidence needed to overcome challenges and achieve their full potential.
