With the EURO 2024 around the corner, Adidas has launched a new brand film G.O.A.T Lionel Messi, Florian Wirtz, Ousmane Dembele, Jude Bellingham and Gio Reyna. Adidas touches on the crucial theme ‘of pressure’. It aims to inspire next-gen athletes to also overcome pressure and help fuel their love for the beautiful game.
The ad film spotlights how, alongside the excitement, international football can bring an added level of pressure to each player’s game. Adidas highlighted research by neuro11 that stated that players are three times more likely to miss penalties when playing for their nation as opposed to their club. Dr Niklas Hausler, co-founder of neuro11, says pressure is universally felt by all athletes, even those playing at the top of the game, with research suggesting that the feeling is amplified when competing at international level.
“Players are three times as likely to miss the goal when taking a penalty for their country than for their club team. However, our recent testing with a selection of adidas athletes revealed when the player has the right management techniques, they were up to 40% more effective at harnessing pressure during high-stake moments. By channeling their focus to implement their set routines, they can realize their biggest hopes this summer.”
Jude Bellingham, England midfielder, shared that when you first play for the national team, it comes with a higher level of pressure and one has to adapt to quickly. “From playing at a high level at such a young age, I’ve learned pressure is more of a responsibility, it can be hard to play under pressure. The advice I live by is when the feeling of pressure arrives, you have to remember why you’re playing, for me, going into this summer’s tournament I’ll remember that I play for the love of the game and bring the feeling of pressure into the fold to push me to reach the highest level I can.”
Florian Alt, VP of Global Brand Comms at adidas, says they want to celebrate and support their players ahead of a huge summer of football as they continue to inspire the up-and-coming generation of athletes. “This campaign serves to remind us all that pressure can be felt at any level, no matter the accolades or achievements. Our ambition remains to help disarm negative pressure in sport and encourage elite and grassroot players to reconnect with what ignited their love for the game. We hope our rallying cry ‘You Got This’, invites athletes of all levels to overcome pressure and achieve their personal possibilities in sport.”
Adidas latest ad film showcases a series of fast-paced scenes against the melody of Queen ft. David Bowie’s iconic Under Pressure, with Lionel Messi marking his place in history and Germany’s wonderkid Florian Wirtz firing an acrobatic shot into the top corner. It has USA’s Gio Reyna executing a rainbow flick before striking a goal on the volley, star-in-the-making Pedri confidently walks amongst the Spanish fans pre-game, and France’s Ousmane Dembele shows his ability to use either foot as he glides through the opposing team – displaying what can be achieved when channeling the noise, encouraging everyday athletes to follow suit.
Moreover, Dembele and Santi Jimenez introduce the new adidas F50 football boots which will be seen on the pitch at the UEFA Champions League Final.
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