Under Pressure by David Bowie is the soundtrack of the campaign launched by adidas on July 26, coinciding with the opening ceremony of the XXXIII Olympics in Paris. The campaign focuses on the importance of self-confidence, and the accompanying video follows several athletes preparing to win gold. The film, featuring Sasha Zhoya, Sümeyye Boyaci, and Noah Lyles, demonstrates how each of them uses their self-esteem and confidence to handle pressure during the crucial moments of their disciplines. The narration by the athletes themselves reminds everyone, from amateurs to professionals, how vital it is to believe in oneself, as suggested by the campaign’s slogan “You Got This.”
adidas Athletes at the Olympics
During the campaign, Noah Lyles—the fastest man in the world—bursts out of the blocks, while Peres Jepchirchir—the marathon world record holder—tackles her course. Sasha Zhoya precisely executes his technique over the hurdles, and Sümeyye Boyaci excels in Paralympic swimming. Meanwhile, Chinese breaker B-Girl 671 dances with her unique style, Kieran Reilly from Team GB showcases his talent on the BMX, and Brazilian skateboarder Felipe Gustavo effortlessly performs a kickflip over a series of stairs, illustrating what can be achieved with self-confidence and determination in facing pressure.
Addressing a Worrying Trend
This campaign comes at a time when adidas research reveals a concerning statistic: 1 in 5 athletes feels “not good at sports,” considering it a barrier. This percentage rises to 1 in 4 among people from disadvantaged communities. To combat this issue, the adidas campaign—along with global partnerships and programs like Adidas Arena, Adidas GROUNDPARIS, Breaking Barriers, Gol De Letras, and Boys & Girls Clubs of America—aims to reduce negative pressure by showcasing the power of self-confidence, which enhances athletic performance. To understand how to tackle pressure through self-confidence, Adidas collaborated with sports psychologist Dr. Josephine Perry, who states: «For athletes, there is no bigger stage than the Summer Olympics. However, this opportunity naturally brings a multitude of pressures. Research shows that athletes face up to 93 different types of pressure, which they strive to overcome to perform at their best. Techniques for developing confidence, courage, and assurance can significantly alleviate these pressures, helping athletes achieve success at every level.»
