Nike gears up for global summer football with innovative campaign

Adidas has just launched a new commercial today (May 30) as part of its ongoing campaign to promote a positive sports culture. The latest ad is released in conjunction with the upcoming summer soccer events like Euro 2024 and Copa America.

The 90-second hero spot kicks off with a fast-paced, black-and-white montage showcasing the various challenges that stars encounter, before switching to color to highlight players excelling in different situations. The ad is narrated by David Beckham, who adds witty commentary like, "It's only the weight of the nation," while the iconic track “Under Pressure” by Queen and David Bowie sets the mood.

Featuring soccer stars like Lionel Messi, Florian Wirtz, Ousmane Dembélé, Gianluigi Donnarumma, Giovanni Reyna, Santiago Gimenez, and Pedri, the spot also introduces English sensation Jude Bellingham sporting his first signature Adidas gear from the upcoming "JB Originals" collection. The ad wraps up with a title card displaying the campaign's empowering message: “You got this.”

Florian Alt, vice president of global brand communications at Adidas, emphasized the importance of recognizing that pressure can affect anyone, regardless of their accomplishments. The goal of the campaign is to help athletes at all levels overcome negative pressure and rediscover their passion for the game.

The campaign was first launched on Adidas' social media platforms and is set to premiere during the upcoming UEFA Champions League Final. Viewers can also expect to see the campaign during broadcasts of Copa America, the Euro Cup, and the MLS, as well as through out-of-home advertising in New York, Los Angeles, and Miami.

Marketers often use the theme of overcoming pressure in their sports-focused campaigns. Gatorade recently brought back its famous "Is It In You?" tagline to address the intense societal pressures faced by today's athletes. Similarly, Sprite reintroduced its "Obey Your Thirst" slogan to tackle the societal and cultural pressures impacting its consumers.

Adidas is not the only brand focusing on soccer, a sport that remains popular globally and is growing in the U.S. United Airlines recently highlighted its sponsorship of Wrexham AFC, a Welsh soccer club that gained popularity after being acquired by Ryan Reynolds and Rob McElhenney in 2020. Heineken transformed 24-hour laundromats in South Korea into late-night sports-viewing spots for UEFA Champions League fans, while Lay's featured Beckham and Thierry Henry in a commercial filmed at a live match to launch a campaign centered around Champions League play.

Editor's P/S:

Adidas' latest commercial is a powerful and inspiring message for athletes of all levels. Featuring some of the world's most iconic soccer stars, the ad celebrates the challenges and triumphs of the game while emphasizing the importance of overcoming pressure. David Beckham's narration adds a touch of humor and wisdom, reminding viewers that even the greatest players face adversity.

This campaign is part of a broader trend in marketing that focuses on the theme of overcoming pressure. Brands like Gatorade and Sprite are also using their platforms to address the challenges faced by athletes today. This reflects a growing awareness of the mental health issues that can accompany athletic competition. By providing support and inspiration, these campaigns aim to help athletes rediscover their passion for the game and achieve their full potential.