adidas has introduced the latest phase of its global 'You Got This' campaign, emphasizing the power of positive reinforcement from coaches, parents, supporters, and teammates in shaping athletes' confidence and resilience.
Building on the 2024 launch, the 2025 iteration of 'You Got This' encourages a culture of encouragement, following new research revealing that four in five athletes experience negative sideline behaviors, which can contribute to them leaving the sport.
The campaign underscores the importance of support systems in helping athletes believe in themselves. It features a series of brand films set to a reimagined version of I'm Sticking With You by producer and musician James Blake. Each film explores how sideline support has played a crucial role in the journeys of some of the world’s top athletes.
Among the featured stories are:
NBA star Anthony Edwards, who finds solace in music with his childhood best friend, Nick Maddox, as they escape the pressure of media and fans before entering the arena.
NWSL standout Trinity Rodman, who shares a quiet yet impactful moment with her brother, DJ Rodman, during training, reinforcing their bond and her motivation.
WNBA star Aliyah Boston, sitting courtside with her mother, Cleone Boston, in a heartfelt exchange before stepping onto the court.
European champion Lamine Yamal, engaging in a casual game of beach football with childhood friends from the 304 Rocafonda neighborhood, surrounded by playful cheers.
Ballon d'Or winner Aitana Bonmatí, inspiring young players at her football camp as they chant her name while exchanging passes and tricks.
The campaign is grounded in adidas’s research into the "Sideline Effect"—the impact of both positive and negative sideline behaviors on athletes' experiences. To support this initiative, adidas has introduced 'Sideline Essentials,' a guide outlining what athletes need from those around them to stay motivated and believe in themselves.
Florian Alt, Vice President of Global Brand Communications at adidas, emphasizes the campaign's relevance in a year filled with major sporting events: "In a year of unforgettable moments of sport, from the UEFA EUROS to Paris 2024, we saw the impact of positive support from people on the sidelines on the performance of elite athletes on every playing field in sport. As we enter this new season of championships, we created a campaign featuring our biggest sporting icons to highlight how the everyday actions of those in and surrounding the game can be the difference between a young athlete showing up on the starting line or dropping out. This latest chapter aims to remind everyone of their essential role, by inspiring them and giving them the tools to help every amateur player disarm negative pressure and believe 'You Got This'."
The campaign will be rolled out through a multi-platform strategy, including out-of-home (OOH) advertising, social media, digital platforms, and in-store activations. The films premiered on Wednesday, February 11, at 10:00 CET and are available on adidas.com, alongside exclusive behind-the-scenes content on adidas’s social media channels.
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