Adidas’ new campaign featuring India’s most iconic cricket athletes reveals that four in five athletes are experiencing useless sideline behavior, making everyone positive impact It is intended to motivate you to be empowered.
The new campaign is rooted in the universal truth that everyone needs someone to help someone, and aims to explain the relationships of athletes and the positive impact from bystanders.
Launched before ICC Champions Trophy 2025, the film features notable Indian team players such as Hardik Pandya, Rohit Sharma, Suryakumar Yadav, Rishabh Pant, Kuldeep Yadav and Virat Kohli. Opposing the soundtrack of “I’m I’m Sticking with You,” reimagined by producer and musician James Blake, the film embodies the lyrical feelings of the classic Velvet Underground track, and bystanding The focus is on how relationships between people help parts of the world, great athletes overcome pressure.
Global research supporting the campaign also reveals the “sideline effect,” the positive and negative effects of behavior on bystanders. As part of that, Adidas created the “Sideline Essential.” This will reveal what athletes need from their coaches, parents, supporters and teammates and make them believe you have got this.
“We’re excited to announce that we’re a great place to go,” said Neelendra Singh, GM at Adidas India. Recognizing that pressure is an inherent part of the sport, our “You Are This” campaign aims to help motivate you to have a positive impact on all pitches, tracks and courts . Through this campaign, we demonstrate the transformational power of someone else’s positive gestures when transforming self-doubt into self-belief, to help athletes believe that “you’ve got this.” We are aiming for this. ”
Campaign films will be released on a variety of media platforms that will reach consumers around the world and are amplified through retailer activities.
