Global sportswear brand, adidas unites football legends Lionel Messi and Jude Bellingham in a fresh brand campaign, highlighting the power of overcoming pressure.
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The story
adidas unveils the latest phase of its brand campaign, aiming to alleviate negative pressure in sports while showcasing the possibilities of managing expectations.
With the excitement surrounding upcoming football events like South America's premier tournament and EURO 2024, the campaign sheds light on the added pressure international football brings to players' games.
Research reveals that players are three times more likely to miss penalties when playing for their nation compared to their club.
Leveraging this insight, adidas introduces a new brand film featuring football stars and rising talents set to represent their countries this summer.
Highlighting players like Gianluigi Donnarumma, Giovanni Reyna, Ousmane Dembélé, and Pedri, the campaign inspires the next generation to overcome pressure and embrace their love for the game.
Narrated by England legend David Beckham, the film encourages players, whether seasoned champions or debutants, to reframe pressure and adopt a positive mindset with the rallying cry 'You Got This' as they step onto the pitch for the biggest tournaments of the year.
Set against the iconic melody of Queen ft. David Bowie's "Under Pressure," the film showcases moments of brilliance from football icons like Lionel Messi and emerging talents like Florian Wirtz and Gio Reyna, demonstrating the power of channeling pressure to achieve greatness.
The film also features the debut of the new adidas F50 football boots by Dembele and Santi Jimenez, set to make their mark at the UEFA Champions League Final and throughout the summer of football.
The final scene portrays England and Real Madrid midfielder Jude Bellingham playing in his hometown of Birmingham, serving as a reminder of the grassroots beginnings of athletes' love for the game and the potential to turn dreams into reality, all under the empowering mantra of 'You Got This.'
Additionally, Real Madrid's superstar debuts his first signature adidas apparel, a premium high-necked track top from the 'JB Originals' range, set to launch soon.
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A recent study by adidas and leading sport neuroscientists, neuro11 revealed the impact that pressure can have on the performance of elite and grassroots athlete. Dr Niklas Häusler, co-founder of neuro11 says:
"Pressure is universally felt by all athletes — even those playing at the top of the game, with research suggesting that the feeling is amplified when competing at international level — players are three times as likely to miss the goal when taking a penalty for their country than for their club team. However, our recent testing with a selection of adidas athletes revealed when the player has the right management techniques, they were up to 40% more effective at harnessing pressure during high-stake moments. By channeling their focus to implement their set routines, they can realize their biggest hopes his summer."
Speaking ahead of competing at EURO 2024, Bellingham shared: "When you first play for your national team, it comes with a higher level of pressure and one you have to adapt to quickly. From playing at a high level at such a young age, I've learnt pressure is more of a responsibility, it can be hard to play under pressure.
"The advice I live by is when the feeling of pressure arrives, you have to remember why you're playing, for me, going into this summer's tournament I'll remember that I play for the love of the game and bring the feeling of pressure into the fold to push me to reach the highest level I can."
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