Everyone needs someone to help make them believe “You Got This.” The next chapter of our global brand campaign supports the continued ambition to help disarm negative pressure in sport. Underpinning the rallying cry of “You Got This,” the campaign shifts focus to the importance of positivity in sport and the pivotal role that parents, coaches, teammates, and friends play from the sidelines in supporting athletes at every level.

The campaign seeks to motivate everyone to be a positive influence in sport as new global research uncovered that four out of five grassroot athletes regularly experience unhelpful sideline behaviors. This can lead to them dropping out of sport. Through this campaign, we’re championing a universal truth that everyone needs someone to help make them believe You Got This.

Here, Markus and Alex share their unique perspectives on bringing this vision to life.

Bringing "You Got This" to every touchpoint

Markus Oettig, Director of Global Brand Communications

When I joined the global brand campaigns team in early 2024, I had no idea how pivotal this project would become. The concept for the 2025 brand campaign started with a simple but powerful insight: the people around us can transform our own experiences in sports. We wanted to highlight how positive behaviors can make all the difference.

My role in the campaign has been multifaceted. From the beginning, I was deeply involved, helping to shape the initial concept and secure feedback from across the organization to sharpen the creative vision. Once the idea was finalized, I worked on integrating the campaign into every touchpoint— social media, PR, retail, digital, membership, and even gaming. I focus on ensuring the message remains consistent and impactful wherever consumers interact with the campaign. This also meant collaborating across agencies to ensure a unified vision and execution.

One fascinating part of my role has been overseeing the development of a four-episode docuseries called Illuminated. This series delves into the relationships between some of our top athletes and their closest supporters. For example, one episode features Anthony Edwards and his childhood friend Nick, while another highlights Ballon d'Or winner Aitana Bonmatí and her long-time friend Maria. Developing this series allows us to tell deeper, more personal stories that align beautifully with the campaign's theme.

Filming and seeing the impact of our partner’s positive support system in action

One of the most memorable parts of this journey has been the production phase. For Illuminated, we are still in the middle of filming. And the making of this documentary differs significantly from making an advertisement. In our documentary series, we’re working with smaller crews who follow our athletes and their biggest supporters over multiple days using a fly-on-the-wall approach for filming. This approach brings our audience closer to the human side of these sports superstars. The first episode of Illuminated featuring Anthony Edwards launches in mid-April on the adidas YouTube channel.

Taking the campaign's message to heart

What stands out most is how the campaign's message resonates with our team. The spirit of supporting one another became part of our everyday interactions. It wasn't uncommon to hear someone acknowledge a colleague's help during a meeting, reflecting the essence of what we were trying to convey in the campaign. Seeing this alignment between our work and how we operated as a team was truly inspiring.

Seeing the campaign come to life has been incredibly fulfilling. Above all, this campaign reminds us that everyone needs someone to make them believe. It's a message that resonates not just in sports but in all aspects of life.

Reflecting on my life journey, I've been fortunate to have many important supporters. During my football playing days, my teammates and coaches motivated me to keep pushing forward. Today, my wife provides unwavering encouragement and keeps me grounded. Throughout it all, family matters the most. We all have different key figures at various stages of life who help us achieve our goals.

Crafting a global vision through collaboration

Alex Gatewood, Senior Manager of Global Brand Communications

As a Portland native and a lifelong soccer player, adidas has always held a special place in my life. My journey with the brand began on the agency side, where I produced global brand campaigns like the 2021 relaunch of Impossible Is Nothing. After several more years of agency life, I transitioned to adidas as part of the internal Global Brand Communications team. Joining during the launch of the 2024 campaign, I quickly immersed myself in the planning and execution of the launch of You Got This. It’s been incredible to witness the campaign’s evolution and play a role in crafting its 2025 chapter. 

For this campaign, my responsibilities spanned both creative and logistical challenges. Our campaign working team was split into two wings: one focused on filming elite athletes, including Anthony Edwards and Aitana Bonmatí, and the other on everyday athletes in relatable scenarios representing our major categories. I led the latter, traveling to locations like London, Miami, and Barcelona to capture authentic moments of sideline support. 

One of the standout elements of this campaign was its innovative ‘one-shot’ filming approach, which required meticulous choreography and precise timing to capture unbroken scenes. This technique made every shoot feel like a live theatre production, with intricate blocking and coordination between cast, crew, and extras. It was a demanding but rewarding process that pushed us creatively and technically. 

Collaboration across teams 

What set this campaign apart was the level of cross-team collaboration. From securing input from category teams to working closely with the brand expression and design teams, everyone contributed to ensure authenticity. The anthem film, which combines footage from both wings of the campaign, represents the culmination of months of teamwork. It’s a beautiful expression of the campaign’s message, blending elite and everyday moments into a cohesive narrative. 

One of my favorite parts of the campaign was the energy on set. Whether it was capturing American football players running through a high-intensity drill or refining a single shot over 100 takes, the camaraderie and shared purpose were palpable. 

Coaching and personal connections 

Beyond my work at adidas, I’m also a soccer coach for a local team—an experience that deeply informs my approach to this campaign. Coaching reminds me of the times when I was a young player, enjoying the camaraderie of the team and the encouragement of mentors. My goal as a coach is to help my players not just improve their skills but also appreciate the community and joy that sport brings. This perspective was invaluable during the campaign, as it allowed me to relate to the moments of support we were capturing on screen. 

At its core, this campaign shows that support can take many forms—a joke during a tough run, a few words of encouragement from a captain, or simply being present. When people watch these films, I hope they see the universal truth: we all have the power to positively influence others in sport and beyond. 

Get ready for a year of positive support 

adidas’ 2025 brand campaign is a rallying cry for everyone in sport—from grassroots players to global icons—to recognize and celebrate the power of positivity in sport. By illustrating the vital role of these often-unseen relationships, the campaign invites us all to take part in creating a world where athletes at every level feel empowered to achieve their best. 

Stay tuned for what’s to come and you can read more in the official press release found here. Together, we can inspire the next generation of athletes to believe: You Got This.