The German sportswear giant, adidas has unveiled a groundbreaking campaign aimed at transforming the often-overwhelming pressure of the Olympics into a positive force.
Titled “You Got This,” the campaign encourages athletes to embrace the joy of sport and focus on their intrinsic motivation rather than external expectations.
Central to the campaign is the concept of a “Backyard Mindset,” which emphasizes the pure pleasure of athletic pursuits. A series of captivating fifteen-second films will delve into the minds of elite Indian athletes featuring in the ongoing Paris Olympics 2024 which includes, Nikhat Zareen, Lovlina Borgohain, Saikhom Mirabai Chanu, Manika Batra, Tajinderpal Singh Toor and Jyothi Yarraji. The short film also features Indian para-athletes who will feature in Paris Paralympics 2024 in August, which includes, Sumit Antil, Palak Kohli and Nishad Kumar, showcasing their journeys to overcome adversity and find joy in competition.
Speaking on the new brand campaign, Neelendra Singh, GM, adidas India, said, “At adidas, we understand the immense pressure the athletes feel just before stepping onto the global stage. We take pride that our athletes will represent India at one of the most watched events globally and are dedicated to investing in their growth at every stage. Everything we do is rooted in sports and through the empowering message ‘You Got This’, we encourage athletes to ease pressure and just focus on the sport and the joy they derive from it.”
The campaign will be amplified through various media platforms and retail activations, reaching a global audience. By promoting positive sportsmanship and celebrating the human spirit, the sportswear giant aims to create a supportive environment for athletes as they strive for excellence in Paris.
Beyond the inspiring visuals and messages, the “You Got This” campaign is poised to spark a broader conversation about mental health and well-being in sports. By shifting the focus from winning to personal growth and enjoyment, the German sports apparel company is challenging traditional notions of athletic success.
A global leader in the sportswear industry, adidas has been at the forefront of athletic innovation since its founding in the 1950s. The three-stripe brand’s commitment to supporting athletes is evident in its extensive partnerships with eleven Olympic teams, and seven Paralympic teams, including powerhouses like Team GB and Team Germany. As a major sponsor of the Paris 2024 Olympics team, the sports apparel is poised to make a significant impact on the global sporting stage.