adidas uses neuroscience to tackle negative pressure in new campaign

Athletic shoes and apparel brand adidas has unveiled a new campaign titled "You got this". The campaign aims to tackle the negative impact of pressure in performance. 

Kicking off the campaign, is a film dedicated to celebrating athletes dealing with pressure. It featured Pat Mahomes, Trinity Rodman, Lionel Messi, Linda Caicedo, Jude Bellingham, Anthony Edwards, Rohit Sharma, and the New Zealand Rugby All Blacks.

Set against Queen's Under Pressure featuring David Bowie, the film reveals the pressure athletes experience and some of the featured athletes' most high-stake moments in sports. The film ends with a rallying cry "You got this". 

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In addition to the brand film, adidas will be releasing a series of multi-sport how-to guides and a candid four-part fly-on-the-wall athlete series that will share how to access the optimal zone through a series of insider techniques.

The episodic fly-on-the-wall style series will be available on adidas’ Instagram and YouTube channels. Meanwhile, the how-to-guides for sports available will be previewed on adidas' TikTok.

In addition, adidas has worked together with elite and grassroots athletes Emiliano Martínez, Ludvig Åberg, Nneka Ogwumike, Rose Zhang, and Stina Blackstenius and neurobiologists neuro11, for a study as part of "You Got This". 

The results of the study revealed that grassroots athletes and their elite counterparts experience similar intense levels of pressure in high-stake moments. However, elite athletes were up to 40% more effective at managing pressure during these moments.

To help close this gap, adidas is working with neuro11 to set out how and why negative pressure hinders play, whilst providing guidance on how athletes at all levels can help to disarm this feeling. The guidance reveals the optimal area of a goal to strike a penalty, how to use time to regain focus before netting a free throw, as well as the impact of dwell time on putting in golf.

“Understanding the extent to which negative pressure affects performance underlines the importance of our mission to help athletes across the world overcome it - to fully unlock the joy sport brings," said Florian Alt, VP global brand comms at adidas.

"Ahead of a stellar year of sport, we’ve set out to inspire next-gen athletes to tackle pressure by giving them unique insight into how some of the world’s best athletes manage pressure. Using the latest in neuroscience data and research, we have also released tools and techniques to help empower everyone to disarm pressure in sport."

Tiffany Cheah, brand communications manager, adidas Singapore added, "Our new global brand campaign "You Got This" is recognition that pressure feels different across athletes of all levels. Still to come is a social content series to be hosted on adidas Singapore's socials, which explores themes around pressures faced by our local athletes and sporting creators." 

Closer to home, sporting goods retailer Decathlon Hong Kong has joined forces with youth initiative platform "Game on" to launch a social responsibility initiative (SRI) project, aiming to empower underprivileged children through sports. "Game On", a student-led platform in Hong Kong, serves as a connection between underprivileged children and trained teenage volunteers.

 

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