A adidas unites its biggest sporting icons from all four corners of the world in its latest campaign to resonate a positive voice and help athletes believe they can overcome the pressure and achieve their goals in sport. Rebeca Andrade and Alison dos Santos are some of the athletes representing Brazil.
The brand’s new global campaign driven by feedback and hair insights of consumers worldwide that, for many people, negative pressure can affect motivation in sport. To help address this issue throughout the campaign, adidas will feature a wide range of athlete stories, insights of experts and guidance materials, all designed to help athletes of any level release the pressure in sports.
Alongside one of the biggest spectacles on the sporting calendar, the brand launched the campaign with a film featuring Pat Mahomes (American football), Trinity Rodman (soccer), Lionel Messi (soccer), Linda Caicedo (soccer), Jude Bellingham (soccer) , Anthony Edwards (basketball), Rohit Sharma (cricket) and the New Zealand Rugby All Blacks, dedicated to celebrating athletes who deal with pressure every day.
Soundtracked by the iconic, unforgettable and timeless anthem “Under Pressure”, the new film highlights everyday athletes who experience the weight of expectation and what can be done with a strong and joyful chorus: “Vai Que Sua”. The 90-second film climaxes with a tribute to the all-star adidas lineup performing in the game during some of its most important sporting moments.
From Jude Bellingham scoring goals in his debut UEFA Champions League campaign for Real Madrid, to Emily Malewski shining in the 2022 Bundesliga, each athlete showing how they handle pressure to help inspire athletes to do the same.
To bring to life how elite athletes manage pressure and provide real guidance for all athletes, adidas has partnered with neuro11, a group of leading sports neuroscientists. Capturing brain readings from grassroots athletes alongside elite adidas athletes Emiliano Martinez, Ludvig Adberg, Nneka Ogwumike, Rose Zhang and Stina Blackstenius, this part of the campaign will show the mechanics of how the world’s best athletes overcame pressure during the game.
The campaign will be complemented by an ongoing series of content, covering athletes from a wide range of sports, as well as events and activations for consumers to participate in. A dedicated global investment in multiplatform media will see the campaign reach consumers around the world, including incredible out-of-home executions in major cities and high-relevance locations. For other campaign information, stay tuned to the brand’s official Instagram (@adidasbrasil). Check out the latest campaign video.
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