In their most recent campaign, Adidas has brought together global athletic superstars to produce a positive rallying cry that encourages regular players to think they can overcome obstacles and realize their potential in sports. The new worldwide marketing campaign is motivated by consumer feedback and insights from all across the world, which show that a lot of people's enjoyment of sports may be negatively impacted by negative pressure. Adidas said in a news statement that as part of the campaign, it would provide a variety of athlete tales, expert insights, and advice materials aimed at assisting athletes of all skill levels in defusing pressure in sports.

Spilling some light On Peer Pressure ~ 

• While everyone strives to be top-tier athletes, young athletes are frequently at an age when they are also attempting to develop as people, attain social prestige, and fit in with their peers. As a result, athletes may be enticed to engage in unsuitable leisure activities with friends, such as those mentioned above, to 'fit in'. This is referred to as peer pressure. Athletes may also experience pressure from peers about performance, especially if friends have high expectations for the athlete to win or perform well during training or competition. Too much pressure to win can make an athlete uneasy, worried, or agitated, which affects motivation. 
• However, a good amount of peer pressure may not necessarily be a negative thing. Fellow team members may occasionally urge a performer to accomplish something they lack the confidence to undertake on their own. When they are inspired by their teammates, they may realize they can do what they previously considered impossible. Furthermore, a performer may feel down after a terrible performance and may not want to socialize after an event. Encouragement to do so can sometimes make performers feel better and take their minds off whatever dissatisfaction they may be feeling.

Positive Adaptation of Peer Referencing ~

• Peers play an important role in sports by providing information about athletes' performance and preferred attitudes and behaviors. Peers frequently act as a source of reference for one another. A mental process in which people compare themselves to others in terms of talents, attitudes, and values. This is a frequent mental process that allows us to assess our talents and fit into a social environment. In sports, peer reference is mainly based on peer comparisons, especially in later youth. Athletes get interested in how they compare to others, which may encourage or depress them depending on their results.
• Comparisons stimulate or discourage young athletes based on what is awarded and regarded as "success" in athletics. This is known as the peer-created motivated atmosphere. How a peer group determines and reinforces what constitutes success. Some groups prioritize performance outcomes, whereas others prioritize effort and progress. Peers may foster a sports environment that stresses outperforming teammates and determining who is the "best." Alternatively, peers may foster a sporting environment that encourages hard work, skill development, and striving for progress. Less talented athletes may struggle to stay motivated if their peers resemble the first group. In contrast, a less competent athlete in an environment that encourages effort and progress might remain highly motivated.

Creating a Positive Push For Ignited Souls ~

The initiative, which is geared toward the next generation of athletes, unites elite players to encourage others to overcome the detrimental effects of peer pressure in sports. Consumer information from all around the world that negative pressure may take away from the fun of sports has been the driving force behind the ad. The film, which celebrates athletes who handle pressure, stars Pat Mahomes, Trinity Rodman, Lionel Messi, Linda Caicedo, Jude Bellingham, Anthony Edwards, Rohit Sharma, and the New Zealand Rugby All Blacks. The movie debuted on Adidas YouTube and will have a multiplatform media push behind it. The new worldwide marketing campaign is motivated by consumer feedback and insights from all across the world, which show that a lot of people's enjoyment of sports may be negatively impacted by negative pressure. Adidas will provide a variety of athlete tales, expert insights, and advice materials throughout the campaign to assist address this and empower athletes of all levels to resist pressure in sports. The brand will launch the campaign this weekend in conjunction with one of the biggest sporting events of the year.

The video is set to the classic and famous hymn "Under Pressure" by Queen featuring David Bowie, shows common sportsmen carrying the burden of expectation and what they can do when they overcome it with the upbeat mantra "You Got This." The 90-second video ends with an homage to Adidas' all-star team playing at the very best of their abilities in some of their most important athletic events. From Emily Malewski's perfect beam dismount at the 2022 German Championships to Jude Bellingham's goal in Real Madrid's UEFA Champions League debut season, each athlete demonstrates how they manage pressure to encourage other athletes to do the same. The campaign will be accompanied by an ongoing content series featuring athletes from a variety of sports, as well as events in which customers may participate. A targeted worldwide multiplatform media expenditure will enable the campaign to reach consumers all around the world, featuring outstanding out-of-home executions in major cities and highly relevant localisations.

Partnership with Neuro11, a group of leading sports neuroscientists ~ 

Adidas has teamed with neuro11, a group of prominent sports neuroscientists, to bring elite athletes' pressure management to life and give practical instruction to all athletes. This section of the campaign will demonstrate how the world's finest withstand in-game pressure by taking brain readings from grassroots athletes and top Adidas players - Emiliano Martinez, Ludvig Adberg, Nneka Ogwumike, Rose Zhang, and Stina Blackstenius.

Speaking on the new brand campaign, Florian Alt, VP of Global Brand Comms at Adidas said: “In a year of unmissable sport, where our Adidas family will undoubtedly inspire a new wave of athletes across the globe, we have created a campaign to help young players confront a universal barrier – pressure. Our new campaign is designed to help bring the joy back to sport and equip all athletes with a simple message; You got this!”