Inspiring Athletes Ahead of EURO 2024™ and South America’s Leading Tournament
With the anticipation for EURO 2024™ and South America’s premier football tournament reaching fever pitch, adidas has launched a bold new campaign aimed at alleviating the pressures faced by athletes on the international stage. The sports giant’s initiative, encapsulated in the rallying cry ‘You Got This’, seeks to inspire football icons and next-gen players alike to overcome the mental challenges of the beautiful game.
The Pressure of Playing for the Nation
Research highlights a stark reality: players are three times more likely to miss a penalty when representing their nation compared to their club. This insight underpins adidas’ latest campaign, which features a brand film set to debut across its social channels on 30th May at 10.00am CET, just ahead of its broadcast premiere during the UEFA Champions League Final.
A Star-Studded Campaign Film
The centrepiece of the campaign is a dynamic brand film starring some of football’s brightest talents, including Gianluigi Donnarumma, Giovanni Reyna, Ousmane Dembélé, and Pedri. Narrated by England legend David Beckham, the film aims to inspire athletes to embrace pressure positively. Set against the iconic track ‘Under Pressure’ by Queen and David Bowie, the film showcases breathtaking football moments from Lionel Messi, Germany’s Florian Wirtz, U.S.A.’s Gio Reyna, Spain’s Pedri, and France’s Ousmane Dembele.
In the film, Dembele and Santi Jimenez debut the new adidas F50 football boots, which will be featured in the UEFA Champions League Final and throughout the summer. Jude Bellingham also makes an appearance, playing in his Birmingham backyard, symbolising the roots of every athlete’s journey and reinforcing the campaign’s core message.
Scientific Insights into Pressure Management
Adidas has collaborated with leading sports neuroscientists from neuro11 to delve into the impact of pressure on athletes. Dr. Niklas Häusler, co-founder of neuro11, notes that “pressure is universally felt by all athletes,” especially at international levels where the stakes are higher. However, their research shows that with effective pressure management techniques, athletes can be up to 40% more effective in high-pressure situations. This finding underscores the campaign’s emphasis on mental resilience and focused preparation.
Voices from the Pitch
England midfielder Jude Bellingham, speaking ahead of EURO 2024™, shared his personal insights on handling pressure: “When you first play for your national team, it comes with a higher level of pressure and one you have to adapt to quickly. For me, going into this summer’s tournament, I’ll remember that I play for the love of the game and bring the feeling of pressure into the fold to push me to reach the highest level I can.”
Adidas’ Commitment to Athletes
Florian Alt, VP of Global Brand Communications at adidas, expressed the brand’s commitment to supporting athletes: “We want to celebrate and support our players ahead of a huge summer of football as they continue to inspire the up-and-coming generation of athletes. Our ambition remains to help disarm negative pressure in sport and encourage elite and grassroots players to reconnect with what ignited their love for the game.”
As the footballing world gears up for a thrilling summer, adidas’ ‘You Got This’ campaign stands out as a beacon of support and inspiration, reminding athletes at every level to channel pressure positively and achieve their personal best.
