• by Sarah Mahoney  @mahoney_sarah, February 13, 2025

WNBA star Aliyah Boston (and her mom) promote loving fandom.

Adidas is moving into spring with fresh new creative for its ongoing “You Got This” campaign, including a new roster of athletes and plenty of content about how all of us can do better on the sidelines. And the company is also sparking up its luxe game, rolling out a high-end collection called A-Type, a collection of reimagined three-stripe icons.

Called “The Sideline Effect,” the new component of “You Got This” stems from Adidas’ research finding that 90% of young U.S. athletes have experienced negative pressure from the sidelines. Athletes then answered questions about the kind of support they wish they’d received, as part of interviews with 12,400 of them aged 16 to 29 in 24 global markets.

The new hero film, “We all need someone to make us believe,” sets the tone and premise of the effort.

The spot includes footage of U.S. athletes like the WNBA’s Aliyah Boston, the NBA’s Anthony Edwards and soccer phenom Trinity Rodman, and international soccer players Lamine Yamal and Aitana Bonmatí.

Adidas then plans to roll out spotlight films for each athlete, addressing the people who help them most from the sidelines. All the work is set to the Velvet Underground’s classic, “I’m Sticking with You.”

The new push also includes “Sideline Essentials,” instructing parents, coaches and other spectators with a list of helpful sideline input (focusing on the effort, not the outcome, for instance, and general cheering and clapping, as opposed to “Do this, don’t do that” video game coaching.)

Adidas is also polishing the company’s fashion halo, teasing fans with an early peek at A-Type. This new collection invites luxury fashion designers to reimagine some of the brand’s three-stripe classics. The Superstar, a low-cut sneaker beloved by basketball players, hip-hop royalty and fashionistas since 1970, gets reinvented to include cashmere shoelaces with detachable lace tips and silver-plated lace jewelry. The handmade Italian shoes, said to be priced at $850, arrive with wooden shoe trees and white gloves.

Elements of the 1980s-era Firebird tracksuit come back reimagined with leather and cashmere. A new jewelry collection, with prices reportedly between $500 and $2,000, includes pendant necklaces, rings, and earrings, each placing the Adidas trefoil logo front and center.

Both efforts come as Adidas proves that the company’s comeback from the disastrous Yeezy era is well underway. In the German company’s most recent quarterly results, revenue rose 19%, with both sales and operating profit, beating expectations.

By contrast, Nike’s recent financial results included an 8% revenue drop in the most recent quarter, and sales at Under Armour fell 6%.