With Beckham And Messi, Adidas' New Spot Reinvents Pressure

With soccer tournaments like EURO 2024 and Copa América on the horizon, Adidas is releasing the next installment of “You Got This.” The new creative stars plenty of famous faces and aims to encourage the next generation of athletes to handle the pressure that comes with the beautiful game.

David Beckham narrates, and soccer stars like Lionel Messi, Pedri, Ousmane Dembélé,  Florian Wirtz and Gio Reyna make appearances.

TBWANeboko and TBWALondon created the film, which is scheduled to run on the brand’s social channels. A spokesperson tells Marketing Daily that it will air stateside during broadcasts of COPA America, the Champions League Final, the Euro Cup and the MLS. He adds that out-of-home ads are also scheduled for New York, Los Angeles, and Miami.



Like the first installment, which Adidas launched during the Super Bowl, it’s based on research about how even the best athletes struggle with pressure, especially as the stakes escalate. Players are three times more likely to miss a penalty when playing for their nation than their club.

In its announcement, Adidas cites research in helping people tame that tension. “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,” says Dr. Niklas Häusler, in the release. He is co-founder of neuro11, a coaching company that helps athletes reach their optimal mental state.

The ad, set to the melody of Queen featuring David Bowie’s iconic "Under Pressure," shows how athletes learn to channel crowd noise into inspiration. It features fast-paced scenes of some of Messi, Wirtz and Reyna’s most spectacular goals and showcases the confidence of Pedri and Dembélé’s sure-footedness.

Some are wearing the new Adidas F50 football boots, which will be introduced at the UEFA Champions League Final.

While Adidas is faring well globally, sales in North America are soft. The company says revenue rose 8% in its latest quarterly results. And footwear revenues grew 13%.

However, in North America, sales dropped 4% during the quarter, with double-digit declines in wholesale channels. Rivals Nike and Under Armour are also under pressure in North America.



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