Anyone who has ever played a sport before knows that pressure is a part of the game. Whether it’s to qualify, to score a last-minute goal or just to perform in general, pressure is normal. However, a 2024 global study conducted by Adidas found that 4 in 5 athletes will experience unhelpful behaviors from those in and out of the game, such as coaches and parents. Dubbed the ‘sideline effect,’ it was discovered that actions like focusing only on the outcome of the game, scoreboard shouting and immediate post-game analysis were adding unnecessary stress to young athletes, negatively impacting their enjoyment of sports and pushing them to quit.

In response Adidas launched the ‘You’ve got this’ initiative, a motivational set of ads, films and partnerships featuring top athletes bearing the three stripes. It captured in-game scenarios in both 3D and 2D, wanting to create content true to the athletes’ stories. These athletes included new stars like Lamine Yamal and Aliyah Boston, as well as established ones like Lionel Messi and Jude Bellingham. It also featured Olympians, such as Trinity Rodman, in the lead up to the Paris 2024 Olympics, giving the brand more sports credibility.

Adidas wanted to note the pressures their athlete partners experienced as well as those who inspired them to overcome it. The campaign put an emphasis on being a positive influence and the importance of having the right support around you. 

The message was clear: Even the smallest bit of encouragement can be game changing.

Impact:

The campaign’s impact was evident. The second quarter of 2024 reported an 11% increase in currency neutral revenue in comparison to the previous year. Operating profit also went from €176 million in 2023 to €346 million in 2024. This was despite the effects of their previous ‘Yeezy’ collaboration with Kanye West, which had a negative impact on revenue and gross margin development.

Beyond numbers on a spreadsheet, it was also estimated that up to 20 million athletes could be motivated to play sports more regularly if coaches, parents or supporters adopted more positive behaviors. 

The campaign wasn’t just marketing- it re-aligned the brand with the average athlete and emphasised its collaborative culture and space in everyday sporting communities.

Key Takeaways:

1. Collaboration with key stakeholders and partners

2. Re-alignment of brand role in helping consumers return to the enjoyment in sports

3. Encouragement of consumer feedback