Under Pressure? Adidas’ Blueprint for Mastering the Game
Under pressured during your free throws? Afraid you’re going to miss it? Adidas is here to help you get “in the zone.”
Many of us who enjoy sports often participate in events, whether they are competitive or for leisure. Personally, as a swimmer, I live for those moments between the starting whistle and slamming on that finish pad. It is so much fun to compete and so rewarding to learn from others and teammates.
While it all seems fun and exciting, the moment before my heat is up is often the most challenging moment. With countless events and practices, I still get that feeling in my stomach, and it is hard to catch my breath. If I may ask, how do you and the others cope with those stressful moments?
To paint another moment like this, imagine:
In a cutthroat basketball game,
your team is down by one point…
your free throw will determine the fate of the entire team…
As you walk into the middle, dribbling it twice for that perfect grip…
…
..
.
So much pressure in this moment…
Adidas and the New Campaign
Adidas just launched a global brand campaign called “You Got This!” that aims to address the pressure that affects athletes. Whether you are a top-tier soccer player such as Lionel Messi or just starting your journey as a novice player, we all experience those pressured moments during an event or even during practices.
Aligned Messages & Purpose
While this campaign is less than a month old, I believe it could be impactful. Its goal is to better help athletes across all sports and all experience levels, which aligns with the company’s mission and purpose statement. For Adidas, it is all about empowering athletes to expand their boundaries and uniting them through their products and experiences. Nowadays, brands need to have a personality and overall message that aligns with the company’s core beliefs, and this new campaign and message can amplify their brand purpose, pushing its messages further.
Our purpose, ‘Through sport, we have the power to change lives,’ guides the way we run our company, how we work with our partners, how we create our products, and how we engage with our consumers. — Adidas.com
It’s all smoke until you have research and studies.
Adidas has partnered up with Neuro 11, bringing scientists to study more on how to adjust pressure. Supposedly, you want to be in that “Optimal Zone” where you are focused and not stressed.
According to research and studies, the best stage for performing at your best is when the brain frequency is “mentally focused and psychologically efficient.” This solidifies the campaign as it is backed by data and science that gives reasons behind it. But how do we achieve that? Connecting to experienced athletes who can share their journeys and stories.
Connecting across different experiences
This campaign creates a communication channel and acts as a platform for exchanging experiences. Being inclusive of all sports across all levels allows the campaign to attract various types of audiences, therefore reaching a wide range of athlete segments and connecting each one through different examples or icons to look up to.
With the latest new campaign, athletes can draw inspiration from top-tier professionals and gain insights from research. This aligns perfectly with Adidas’ mission to empower athletes and change lives through sports, helping them to push boundaries and achieve the impossible!
You’ve got this!
