Adidas celebrates October sports in latest work

For American professional sports, the busiest time of year is approaching. 

October is the rare month when the NFL, MLB, NBA, WNBA and NHL are all in season. 

Adidas is celebrating the sports-palooza with a new campaign featuring star athletes from across the leagues: Patrick Mahomes of the NFL; Anthony Edwards of the NBA; and Aliyah Boston of the WNBA.

Two 30-second spots, released this week, feature stars using paper versions of their respective sport’s balls to calm high school players’ nerves and remind them, “It’s only a kick,” or “It’s only a shot.” 

The spots are the latest iteration of the brand’s You Got This campaign and feature the iconic song “Under Pressure” by Queen and David Bowie.

According to Chris Murphy, SVP of brand communications, Adidas used these athletes “because they represent the pinnacle of their respective sports, while bringing a joy to the game that really comes through when they are on the court or field.” 

“All three of them are competing at the highest level and facing intense pressure, but the way they enjoy themselves resonates with young athletes,” he continued. “Their credibility and experience in overcoming that pressure make them the perfect ambassadors for this campaign."

“Women’s basketball has certainly been experiencing a well-earned and long overdue surge in attention and popularity over the past several years. But Aliyah Boston is at the center of this campaign because she is one of the biggest rising stars in basketball, period,” Murphy said.

The campaign will be promoted on broadcast TV as well as via TikTok, YouTube and Instagram.

Opinionated was the lead creative agency, Radical Media was the production partner, and EssenceMediacom was the media buying partner.