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For adidas’ global brand campaign 2025, we evolved the brand positioning of “You Got This” as an internal feeling of belief, to something that came from the sidelines. An affirmation from a teammate, a friend, a fan.
We shined a light on the other side of sport that often goes unnoticed. The sidelines, the stands and bleachers. The place where belief from others becomes self-belief. And to bring the idea to life, we enlisted the help of James Blake to remix an iconic track by The Velvet Underground - “I’m Sticking With You.”
The campaign was ideated in Amsterdam and involved multiple shoots across the globe, with everyday athletes and global superstars like Anthony Edwards, Lamine Yamal, and Trinity Rodman, as well as everyday athletes.
ADIDAS: WE ALL NEED SOMEONE TO MAKE US BELIEVE
client: adidas
role: Creative direction
CREDITS
TBWA
Creative
Ben Williams
JD Jurentkuff
Darre van Dijk
Thomas Jullien
Simone Di Laus
Dan John
Christian Lopez
Darren Cronje
Inna Vartazarian
Hampus Elfström
Nick Bristow
Tracy Kintu
Natalia Zapata Fernandez
Callum Jackson
Billy Dupee
Strategy
Natalie Gruis
Keke Mahlelebe
Lauren McIlroy
Brand
Caroline Jackson
Tomas Pruijs
Tiernan Silcock
Emma Chote
Patrick Stone
Production
Rosemarie Praaning
Annelien Orbie
Sylvia van Elmpt
Olivier Nass
Olinda Da Achada
Sansan Krijgsveld
Robyn Ransmeier
adidas
Brand
Alasdhair Willis
Nick Craggs
Florian Alt
Mo Adlouni
Lucio Dalla Gasperina
Carly Rushford
Markus Oettig
Nicole McAdoo
Alex Gatewood
Jasper Nash
Deborah Dutton
Margo Speeck
Mark Oakland
Wibke Walter
Hannah Tice
Jupiter Desphy
Bianca Medina Cundari
Krista Gates
Miles Bergstrom
Connor Martin
Anna Smolovyk
Alexandra Weiland
Josefine Aberg
Eva-Maria Miller
Mark Aaron Grundland
Daniel Shaw
Agathe Wiedemair
Production Partners
Film
Production Company: Anorak
Directors Crowns & Owls
DOP
João de Botelho, Evan Prosofsky, Diego Garcia
Service Production Companies
Twentyfour Seven, LS Productions, HPLA, Paige Dorian Productions
Editorial
Cabin - Carla Luffe
Final Cut - Nayim Saati
Grading
Rascal - Tim Smith
Music & Sound Design
King Lear - Jack Sedgwick and Ed Downham
Post-Production/VFX
ETC, Glassworks
Photography
Robbie Lawrence
Post-Production
Loupe