ADIDAS REINVIGORATES A POSITIVE SPORTING CULTURE AHEAD OF PARIS OLYMPICS 2024
- ‘You Got This’ campaign is a series of nine impactful 15-second films, each bringing to life an athlete’s personal story of what goes behind disarming negative pressure and focusing on the performance
- Featuring 9 adidas qualified athletes – Nikhat Zareen, Mirabai Chanu, Manika Batra, Lovlina Borgohain, Tajinderpal Singh Toor, Jyothi Yarraji, Palak Kohli, Sumit Antil and Nishad Kumar – who are representing India on the global stage, the films focus on how they activate the backyard mindset and rise above pressure
Committed to helping athletes achieve their goals, adidas launches the next chapter of its global campaign ‘You Got This’. The campaign comes together in a series of nine 15-second films that showcase the resilience of athletes and how each of them navigates the weight of expectations ahead of the Paris Olympics 2024. The campaign focuses on helping athletes activate the ‘backyard mindset’ that shifts their focus from negative pressure and invokes a sense of joy for their individual sport.
Set against the song ‘Under Pressure’ by Queen & David Bowie, the ‘You Got This’ film delves into the minds of adidas Olympics qualified athletes Nikhat Zareen, Lovlina Borgohain, Saikhom Mirabai Charu, Manika Batra, Tajinderpal Singh Toor and Jyothi Yarraji, and Para Olympics qualified Sumit Antil, Palak Kohli and Nishad Kumar, showcasing their individual journeys in disarming negative pressure. Over the years, adidas has stood strong with each of these athletes and reinforced its support with the ‘You Got This’ campaign, as they step closer to their dreams.
As they compete on the global stage, adidas aims to reinstill a sense of confidence and motivation among the athletes through its empowering message ‘You Got This’.
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 athlete films will be launched across a diverse range of media platforms to reach consumers across the globe and amplified through retail store activations.
Link to the Campaign film:
Manika Batra: https://www.instagram.com/p/C-Adzlky5Sg/?hl=en