Adidas Kicks Off Summer Soccer with New Campaign to Combat Pressure in Sport
Adidas has launched a new commercial as part of its ongoing campaign to alleviate negative pressure in sports, just in time for a busy summer of soccer. Released today, May 30, the campaign is strategically timed with major tournaments, including Euro 2024 and the Copa America.
The 90-second feature opens with a dynamic black-and-white montage capturing the intense pressure faced by athletes. It then transitions to vibrant colour scenes showcasing soccer stars performing at their peak in various high-stakes scenarios. Narrated by David Beckham, the ad humorously downplays the pressure with lines like, “It’s only the weight of the nation,” and features the iconic song “Under Pressure” by Queen and David Bowie.
The star-studded spot includes appearances by Lionel Messi, Florian Wirtz, Ousmane Dembélé, Gianluigi Donnarumma, Giovanni Reyna, Santiago Gimenez, and Pedri. English player Jude Bellingham is also highlighted, wearing his first signature Adidas apparel from the upcoming “JB Originals” range. The ad concludes with the campaign’s empowering message: “You got this.”
“This campaign serves to remind us all that pressure can be felt at any level, no matter the accolades or achievements,” said Florian Alt, vice president of global brand communications at Adidas. “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.”
The commercial premiered on Adidas’ social media channels and is set to make its broadcast debut during the UEFA Champions League Final this weekend. The campaign will continue airing during Copa America, the Euro Cup, and MLS broadcasts, with additional out-of-home advertising in New York, Los Angeles, and Miami.
Addressing pressure in sports is a common theme for marketers. Recently, Gatorade revived its “Is It In You?” tagline to highlight the pressures on modern athletes, and Sprite reintroduced its “Obey Your Thirst” slogan to address cultural pressures faced by consumers.
Adidas is also joining a broader trend of soccer-centric marketing. United Airlines recently leveraged its sponsorship of Wrexham AFC, a club made famous by owners Ryan Reynolds and Rob McElhenney. Heineken converted laundromats in South Korea into late-night sports-viewing venues for UEFA Champions League fans, while Lay’s launched a campaign featuring David Beckham and Thierry Henry filmed at a live match.
Adidas’ new campaign is set to inspire athletes and fans alike, reinforcing the message that overcoming pressure is part of the game, whether at the elite or grassroots level.
