In a world where the pressure to perform can often overshadow the joy of the game, Adidas steps up with a groundbreaking campaign, “You Got This,” aimed at empowering athletes to overcome the mental hurdles of competitive sports. This initiative marks a significant pivot towards addressing the psychological aspects of sports, blending the realms of athletic performance and neuroscience.
Star-Studded Support for Mental Resilience
The campaign kicks off with an evocative film featuring a constellation of sports stars, including Pat Mahomes, Lionel Messi, and the New Zealand Rugby All Blacks, set against the iconic track “Under Pressure” by Queen and David Bowie. This powerful piece not only celebrates athletes’ triumphs over pressure but also offers a glimpse into their most challenging moments, ending with a unifying message: “You got this.”
A Deep Dive into the Science of Performance
Beyond the inspirational film, Adidas is taking a hands-on approach to equip athletes with the tools they need to excel. A series of multi-sport how-to guides, alongside a candid four-part series, will delve into insider techniques for accessing the “optimal zone” of performance. These resources, available on Adidas’s Instagram and YouTube channels, promise to offer unprecedented insights into the mental game of sports.
Bridging the Gap with Neuroscience
In an innovative collaboration with neurobiologists and both elite and grassroots athletes, Adidas has embarked on a study revealing that while pressure is a universal experience in sports, elite athletes are significantly better at managing it. This research underscores the campaign’s mission: to democratize the strategies used by top athletes for managing pressure, making them accessible to all levels of competitors.
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Tools and Techniques for Every Athlete
Adidas, in partnership with neuro11, is setting new standards in sports guidance, offering practical advice on overcoming negative pressure. From pinpointing the optimal area to strike a penalty to mastering the mental reset before a free throw, these techniques are grounded in the latest neuroscience research, offering a new perspective on performance enhancement.
A Year of Inspiration Ahead
As Florian Alt, VP of global brand communications at Adidas, puts it, the campaign is not just about facing pressure but transforming it into a catalyst for joy and achievement in sports. With a focus on inspiring the next generation of athletes, Adidas is leveraging cutting-edge science to provide a roadmap for mental resilience, ensuring that the spirit of competition is fueled by passion, not hindered by fear.
