021 we all need someone
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.
role: Creative direction
