Bellingham among stars of new Adidas football campaign, Beckham narrates as Bowie track plays
With the Euro 2024 football championships and South Americaâs leading tournament, Copa AmĂ©rica, almost upon us, the accompanying campaigns and promos have kicked off.
Among those is Adidas, with the German sportswear giant launching the next chapter of its brand campaign as it continues its ambition âto help disarm negative pressure in sportâ.Â
And it brings together a host of famous members of its global football family to show âwhat is possible when managing the weight of expectationâ.
The campaign shines a light on how, alongside the excitement, international football can bring an added level of pressure to each playerâs game (research shows that players are three times more likely to miss a penalty when playing for their nation as opposed to their club, weâre told).
Tapping into this, Adidas has unveiled a new film featuring stars of the sport and next-gen trailblazers and, of course, all are set to wear their countryâs shirt this summer.Â
In the film Ousmane Dembele and Santi Jimenez debut the new adidas F50 football boots. Then in the final scene Jude Bellingham is seen playing in the backyard with local athletes on his home turf in Birmingham.Â
Also spotlighting Gianluigi Donnarumma, Giovanni Reyna, and Pedri, among others, the film aims to inspire next-gen athletes âto overcome pressure and fuel their love for the beautiful gameâ.Â
Narrated by England legend David Beckham, it reminds players âto reframe pressure and focus on the positive rallying cry âYou Got Thisâ as they walk onto the pitch at this yearâs biggest football tournamentsâ.
Through a series of fast-paced scenes against the melody of Queen/David Bowieâs Under Pressure. Lionel Messi marks his place in history; while Germanyâs wonderkid, Florian Wirtz, fires an acrobatic shot into the top corner; the USAâs Gio Reyna executes a rainbow flick before striking a goal on the volley; star-in-the-making Pedri walks among the Spanish fans pre-game; and Franceâs Ousmane Dembele showcases his ability to use either foot as he glides through the opposing team â âdisplaying what can be achieved when channelling the noise, encouraging everyday athletes to follow suitâ.
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Speaking on the next chapter of the brand campaign, Florian Alt, VP of Global Brand Comms at adidas said: âWe want to celebrate and support our players ahead of a huge summer of football as they continue to inspire the up-and-coming generation of athletes.Â
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âThis 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 grass root players to reconnect with what ignited their love for the game. We hope our rallying cry, âYou Got Thisâ, invites athletes of all levels to overcome pressure and achieve their personal possibilities in sport.â
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