As the fall sports season begins, adidas has launched its latest campaign, showcasing iconic athletes Patrick Mahomes, Aliyah Boston, and Anthony Edwards. The campaign encourages athletes to embrace the simple joys of sport, even during pressure-packed moments, reinforcing the brand’s message: You Got This.
Collaborating with leading sports neuroscientists at neuro11, adidas discovered that elite athletes are 40% more effective than grassroots athletes at handling pressure in high-stakes situations. Building on this insight, the campaign highlights the importance of self-belief and maintaining a positive mindset in high-pressure scenarios.
“Pressure is part of the game, but it doesn’t have to control you,” said Mahomes. “My best advice is simple: it’s only a throw, or a catch, or a kick — so trust yourself and enjoy the moment. I’m excited to be part of an adidas campaign that inspires young athletes to keep the game fun and not let pressure take that away.”
Set to the soundtrack of Queen and David Bowie’s Under Pressure, the campaign films feature each athlete encouraging young players to manage pressure with confidence and joy. Directed by Derek Cianfrance, the commercials creatively depict paper basketball and football games as metaphors for the fun side of sport. Mahomes’ ad debuted on September 23, with commercials featuring Boston and Edwards to follow later in the month.
View this post on Instagram
“Sport is about more than winning. It’s about the love of the game and the joy that sport brings,” said Chris Murphy, SVP of Brand Communications at adidas. “adidas wants to help athletes at all levels excel under pressure, while also reminding them to keep the fun alive. Just breathe and remember, you got this.”
The campaign emphasizes the power of embracing fun and self-belief to overcome pressure. Whether it’s Boston reassuring a young player before a critical free throw, or Mahomes motivating a kicker before a game-deciding field goal, the message is clear: giving your best effort is a win in itself.
Anthony Edwards added, “I’ve always played for the love of the game, and I want to inspire young players to shake off the pressure and keep it real — remember why we play in the first place.”
Aliyah Boston echoed this sentiment, saying, “When you embrace every challenge, on and off the court, you rediscover the joy in the game and perform at your best.”
