- adidas’ new brand campaign looks to inspire the world of sport to help make athletes believe You Got This as it continues its mission to help disarm negative pressure in sport
- Headlined by a series of films, featuring Aitana Bonmatí, Aliyah Boston, Anthony Edwards, Lamine Yamal, Trinity Rodman and other athletes around the world, each focuses on the people who help make them believe You Got This
- The campaign seeks to motivate everyone to be a positive influence in sport, as adidas’ new global research uncovered that 4 in 5 athletes often experience unhelpful behaviors from the sidelines1
- The brand has created its ‘Sideline Essentials', five positive behaviors which could help encourage up to 20 million more athletes to play sport more regularly
Today, adidas unveils the next chapter of its global brand campaign by highlighting the importance of positivity from coaches, parents, supporters and teammates in helping to make athletes believe You Got This.
Through its new global study, adidas uncovers the ‘Sideline Effect’, the impact of negative and positive behaviors from the sidelines, which found 4 in 5 amateur athletes regularly experience unhelpful behavior from coaches, parents, supporters and teammates2. In partnership with sports psychologists and figureheads, the brand highlights common behaviors that many view as helpful but can act as a source of pressure and push many young athletes to quit.
The research surveyed over 12,000 athletes across 24 countries and found the following actions were identified as having the most negative impact on young athletes’ desire to participate in sport3:
- Reminders of the score during a game - scoreboard shouting
- Giving athletes space when having a bad day - standing back
- Just concentrating on the result - focusing only on the outcome
- Excessive instruction during game play - videogame coaching
- Immediate post-match analysis - the post-game analyst
To counter this, adidas has created its ‘Sideline Essentials’, which have been developed with sports experts, validated by the findings from the research and endorsed by sporting icons including: Aitana Bonmatí, Anthony Edwards, Aliyah Boston, Jürgen Klopp, Lamine Yamal, Son Heung-min and more. The advice includes practical intel on how to switch to positive behaviors.
The ‘Sideline Essentials’ are delivered by coaching icon, Jürgen Klopp and reveal how coaches, parents, supporters and teammates on the sidelines can tackle the most common negative behaviors. They provide high-impact, positive action, which could mean the difference between millions of athletes heading out onto the field or quitting altogether.
