Number 129
Image source: Adidas
Adidas Launches "You Got This"
to Transform Sideline Behavior
Featured Focus:
Health & Wellness,
Youth Development, Athlete-driven Impact
Scope of Impact: Global
Scouting Report: Adidas' "You Got This" initiative aims to foster positivity from the sidelines through tangible solutions. Here’s what you should know:
Addressing a Critical Need: Global research revealed a stark reality: four in five amateur athletes face unhelpful sideline behavior, often leading to disengagement and a diminished love for the game. This campaign directly confronts that challenge.
Actionable Solutions: In collaboration with sports psychologists, Adidas developed "Sideline Essentials"—five positive behaviors designed to inspire athletes. Endorsed by icons like Jurgen Klopp and Aitana Bonmatí, these provide concrete guidance for supportive interactions.
Transformative Impact: Adopting just one "Sideline Essential" could inspire an additional 20 million athletes to participate in sports more regularly. This initiative isn't just about products; it's about transforming the entire sports experience.
Adidas didn't just launch a campaign. They did their own research to address the critical issue of negative sideline behavior driving athletes away. Their global study revealed 4 in 5 amateur athletes face this pressure, and a number of them will have diminished love for the sports because of it.
So Adidas created the "Sideline Essentials," to offer concrete, actionable solutions. To make sure their message got to people everywhere, they teamed up with their sponsored athletes like Anthony Edwards, Aliyah Boston, Lamine Yamal and more to increase the reach of the campaign. The projected impact (see above) underscores the transformative potential of positive, uplifting behavior.
We love the process to get to this insight and activate on it. We also love that Adidas is the brand behind the study. By doing that, they show their own customer base and new potential customers that it’s not just a business, they care about athletes at all levels and their well being is essential to Adidas.
We’ve all been at youth or adults sporting events with parents being disrespectful and rude. Social media has only exacerbated that behavior. Adidas is taking on a noble cause but how can they measure the real impact of their campaign?
Could there be incentives at random sporting events to reward fans with Adidas gear if they use one of the principles from the Sideline Essentials? Could they hold tournaments where fans can score bonus points for the team they support by behaving positively?
This is also such a ripe campaign for broad partnership across the industry.
If you’re a brand, Adidas’ approach could be valuable for you to duplicate. You don’t need to have their brand reach or research and marketing budget to bring a different type of value to your customers. A local report could have a great impact as well.
