In a world where the pressure to perform often looms heavy, adidas presents a refreshing take on sports with its latest campaign directed by the acclaimed Jess Kohl. Titled “What if we Played Like Pressure Didn’t Exist?”, this innovative series of online social films challenges athletes to embrace the joy of play and shed the burden of expectations.
At the heart of the campaign is the tagline #YouGotThis, serving as a rallying cry for athletes of all ages and abilities. Through a series of three captivating films, adidas showcases the transformative power of removing pressure from the equation and focusing solely on the enjoyment of the game.
In the first film, “The 20 Foot Hoop,” basketball phenom Anthony Edwards takes center stage as he joins a group of young American basketball players in Minneapolis, USA. As they candidly share their experiences of pressure on the court, Edwards effortlessly connects with them before unveiling a surprise twist: a 20-foot hoop that shifts the focus from competition to pure fun.
Transitioning to the world of football, “The Football Triangle” introduces viewers to three girls’ football teams led by the inspirational coach Catarina Macario. With the support of guest star footballers Mia Fishel, Gabriel Martinelli, and Andreas Pereira, the girls navigate the challenges of pre-match nerves and performance anxiety. Set against the backdrop of an unconventional triangular pitch, the film showcases the excitement of 5V5V5 football, where three teams compete without the weight of pressure.
Directed with finesse by Jess Kohl, these films offer a fresh perspective on traditional sports, highlighting the transformative power of play. As the athletes immerse themselves in the joy of the game, they demonstrate resilience, camaraderie, and a renewed sense of freedom.
As the campaign unfolds, viewers can anticipate the release of the third and final film, “The Giant Court,” centered around tennis. Scheduled for release on March 4th, this film promises to continue the theme of empowerment and liberation on the court.
The collaboration between adidas and acclaimed ad agencies PRETTYBIRD and The Midnight Club has resulted in a series of captivating media assets that transcend the boundaries of traditional sports advertising. By challenging the status quo and celebrating the spirit of play, adidas reaffirms its commitment to empowering athletes worldwide.
For those eager to experience the magic of the campaign firsthand, the films directed by Jess Kohl are available for viewing on YouTube. Whether you’re a basketball enthusiast, a football fanatic, or a tennis aficionado, these films offer a compelling invitation to reimagine sports without the weight of pressure.
In conclusion, adidas’ “What if we Played Like Pressure Didn’t Exist?” campaign is more than just a marketing initiative—it’s a call to action for athletes everywhere to rediscover the joy of play. By encouraging individuals to embrace their passion for sports without the constraints of pressure, adidas inspires a new generation of athletes to pursue their dreams with confidence and determination.
