• by Sarah Mahoney  @mahoney_sarah, September 26, 2024

Adidas, which has been happily trotting down the road to recovery, is introducing the next chapter in its “You Got This” campaign, with new creative starring athletes Patrick Mahomes, Anthony Edwards and Aliyah Boston. 

Each of the new spots underscores the campaign platform’s focus on self-belief through scenes set to the classic “Under Pressure,” by Queen and David Bowie. Each scene shows how pressure can be a motivational force, not just a stumbling block. The ads build on the company’s research findings that the ability to handle pressure helps athletes excel, with elite athletes 40% more effective in high-stakes moments than others.

“Adidas strives to help athletes at all levels understand how they can excel in the face of pressure, and we empower players to foster a positive mindset and focus on the fun,” says Chris Murphy, senior vice president of brand communications, in the announcement. “Just breathe and remember, you got this."

The ads are breaking as the football season unfolds, the WNBA playoffs are starting, and the NBA season is getting closer. It’s part of the German company’s commitment to “be more American” and boost sales in North America.

While it’s taken several years for Adidas to dig its way out of the massive Yeezy losses, observers say it is moving faster than expected as it regains its footing. And sales in North America -- while still negative, down 7% -- have begun to show improvement.

In its most recent quarterly results, the company posted a sales gain of 9%, with profits rising 97%. And it still plans to achieve a high single-digit sales gain for the full year.

“You have to be more American to be successful in America. You have to be in the American sports,” Bjørn Gulden, chief executive officer, said in a call with investors, as reported by Retail Dive. “There is a clear, clear, clear plan for how to be more American in America and our product pipeline and our marketing activities are lined up to do that.”

Adidas “has consistently outperformed its own outlook over the past few quarters,” notes David Swartz, an analyst who follows the company for Morningstar.

Still, he sees hurdles ahead. “While the firm’s results have improved more quickly than we had anticipated, challenges remain, including the end of Yeezy and uncertain economic conditions in North America and China,” he writes. “Adidas is also struggling to meet demand for some of its popular footwear styles, while competitors are increasing production of similar products.”