Adidas, 'You Got This' Campaign with Sports Stars

The global sports brand Adidas is launching the 'You Got This' campaign to help enjoy sports fully by shedding the negative pressure felt in sports.

Through this 'You Got This' campaign, Adidas aims to convey courage by encouraging everyone enjoying sports to put behind expectations, judgments, and boos that limit and pressurize performance, and focus on why they loved and still love sports, believing in oneself and moving forward.

This global campaign highlights 'every fan in the world' as the main character, spotlighting the most stressful moments in sports, such as penalty kicks in a soccer game, the day of a full marathon, or two outs in the bottom of the ninth in an away baseball game, and sharing stories of overcoming these pressures in their own ways, thus delivering the straightforward message 'You Got This'. The use of the iconic song 'Under Pressure' by Queen and David Bowie as the campaign's theme song is also noteworthy.

Furthermore, this campaign features not only ordinary people but also soccer stars like Messi, Bellingham, Son Heung-min, recently Major League debutant Lee Jung-hoo, Olympic gold medalist fencer Gu Bon-gil, and breakdancer Bgirl Fresh Bella. Even elite athletes feel pressure in their own sport just like regular fans, but they stand out by enjoying it with the belief in 'You Got This'.

In the campaign video, Lee Jung-hoo shares, "Anyone can feel pressured by the opinions around them. I, too, couldn't escape from the numerous evaluations, labels, and gazes throughout my athletic career," he recalls, adding, "But the moments when I enjoyed baseball and believed in myself were the driving forces for my growth. I believe that moving forward, it's just about believing in myself."

An Adidas official stated, "There seems to be a lot of people in our country who want to try new sports but are hindered by negative thoughts due to the surrounding views and evaluations, losing interest in sports itself before even starting. We hope this campaign will be an opportunity for everyone to not feel burdened by sports and to make a positive decision to believe in their possibilities."

Meanwhile, a recent joint study conducted by Adidas with Germany-based sports neuroscience company 'Neuro11' revealed that the pressure felt by penalty kickers in international competitions is three times more intense than that in club teams, and that world-class athletes, even if they feel the same level of psychological pressure as the general public, have about 40% more ability to manage it than the average person. This study, conducted with Neuro11 involving professional athletes and the general public, aimed at providing practical guidelines to enjoy sports in high-pressure situations by comparing and analyzing brain neural data measured in specific situations such as soccer penalty kicks and basketball free throws. Adidas plans to present practical guidelines to help fans enjoy various sports free from pressure based on the joint research conducted with 'Neuro11' for this campaign.

Adidas will continue to unfold various marketing activities containing the new brand message 'YOU GOT THIS'. More information about the campaign can be found on the Adidas official website and Instagram channel.